Everyone owns at a pair of denim. The denim( or jeans)  is properly the one most important wardrobe essential for anyone everywhere in the world. And have you ever wondered what goes on behind the making of each pair of jeans? Who are responsible for coming up with the wide variety of designs and cuts for what seems like a very simple piece of apparel?

This is what Gap hopes to show us in their latest ad campaign “1969: L.A. and Beyond” .

Through the campaign, the all American brand opens it’s door and let us into one of its best kept secrets – its denim design studio in Los Angeles. Starting with the cool personalities behind the denim,  you are introduced to  the designers and how they come together each day to create the latest in denim fits, fabrics and washes. What’s interesting about the design team is that they are a collective of personalities such as artists, musicians, action sports junkies and trendsetters, who let their lifestyle influence their daily work. This design team also works in a studio that feels like the personal atelier of a denim architect, not the headquarters of a global brand. Formerly a cigar factory, the vast and open loft studio is based in the heart of garment district  in downtown Los Angeles. This Gap denim epicentre is an ever- changing canvas for ideas, featuring art books, mood boards, vintage buttons, Japanese work wear catalogues and back issues of surfer magazines, set against a backdrop of sun-filled floor-to-ceiling bay windows.

“Fall is our first step in sharing what’s different and inventive at Gap, and we’re starting with our 1969 studio. We want our customers to see who’s behind the product and how their individual personalities and lifestyles influence what we offer in our stores around the globe.” -Seth Farbman, Gap’s Chief Marketing Officer.

Gap’s Fall 2011 Men’s Collection.

1969 Fall Collection Gap’s continues to demonstrate Gap’s commitment to bringing the same premium fabrics and fits as other premium denim brands at a much more accessible price point. Taking denim beyond the five-pocket blue jean, the fall collection explores the idea of “jeanswear meets sportswear.”  With an emphasis on sophisticated fabrics, the collection feels modern and sexy while maintaining a denim lifestyle vibe

Lookbook