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Gap launches premium denim

US casualwear giant Gap has launched a new denim range to take on the premium designer denim market.

The 1969 denim range launched in the US today and features 12 fits for women and men, in classic rinses and distressed finishes in dark to light denim.

The jeans retail for $59.50 (£36) and Gap’s executive vice president of design, Patrick Robinson said: “Our goal in re-engineering our denim was to create a range of styles that were cool, sexy and relevant for right now. Every style tells a story and there’s a fit for everyone – we created great fitting jeans that really complement and accentuate different body types.”

The range is called 1969 in recognition of Gap’s 40 year heritage. The retailer is hosting a number of events to celebrate the brand’s launch including the opening of a series of pop-up shops.

It is not clear when the range will be available to buy in UK stores.

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