Ashlee, Halle and More Help Gap Launch Premium Denim Under $60!

08/07/2009 at 05:27 PM ET

John Shearer/Getty

Looking for jeans with a $200 fit without the price tag?  Look no further than Gap’s latest denim line — the 1969 Premium Jeans Collection.  From Halle Berry and Molly Sims to Ashlee Simpson and Emma Roberts, fashion forward celebs jammed to tunes spun by Joel Madden Thursday night, while perusing the new wallet-friendly collection at the 1969 Jeans Shop, a temporary pop-up shop on trendy Robertson Blvd in West Hollywood.  And the ladies couldn’t stop raving about the line, which features 14 different styles for men and women in the softest denim and most stylish washes, all for under $60.  “Gap is always good at the classic jeans — they fit [well] and they’re easy to wear,” Simpson told PEOPLE.  And she wasn’t the only enthusiast. The favorite pick of the evening?  The “Always Skinny” jean, rocked by Berry, Cobb, Roberts, and Entourage’s Constance Zimmer.  “I just picked up four, five new pairs,” confessed Roberts.  Gap creative director Patrick Robinson is to thank for the new recessionista obsession: Robinson spent a year and a half fine-tuning the line, from shopping around for fabrics, and teaching factories how to make those perfect hand-made finishes, to working with several body types to master that perfect fit.  “For me, honestly, these are the best fitting jeans in the world.  We’ll go up against any brand of any jean, and these fit better,” says Robinson.  “We want[ed] jeans that, for women, make you have the best butt in the world. You want to be able to wear these on a date, you want to be able to wear them out on those nice steak dinners.” And we will – It’s hard to say no to booty- and wallet-friendly jeans!  The Gap 1969 Jeans Collection is available in Gap stores and online at starting August 13. — By Shruti Dhalwala

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Showing 16 comments

Sara on

she’s so skinny! I remember when she first came out, she was not that skinny. anyways, i like her outfit

Mason on

Why would you een sell denim for more than sixty bucks? THAT’S OUTRAGEOUS! Most stores are already about $45.00 or less.

Devon on

I love buying pants at the GAP, they fit me well. I can’t wait to check out 1969 line, though I doub’t I’ll pay $60– I’ll wait until they go on sale. I never pay full price for anything and get complimented all the time on my style. It’s all about how you wear it!

Alice on

I loved this story so much that i decided to check out the website…then i found out that most of the jeans in the 1969 line are OVER 60 dollars. sad.

KevinG on

I love Ashlee Simpson-Wentz!!! She is super amazing and a style icon to me. She looks amazing here. GO GAP DENIM! :)

InLA on

I’m so tired of all these non designer labels jumping on the premium denim bandwagon. I only wear True Religion, 7 For All Mankind, Rock & Republic, etc (jeans well over $150) and $60 for GAP jeans is a joke. I would pay $60 for a pair of REAL premium denim on sale, not regular priced GAP denim. I ‘m not a fan of the GAP look at all, it’s just overpriced casual clothes with no fashion edge.

Mary on

Gap jeans are my favorite–no other jeans brand fits me as well. That said, I never buy them unless they are on sale at $30 or less.

TO on

I have to agree with InLA, I only wear top quality jeans, I would never wear GAP jeans.
Has amyone not read about the sweat shops were little kids slave for hours over this stuff.
I betchas these jeans cost $10.00 to make and look at the profit they are making.
I refuse to condone that, at least True Religion, 7 for all mankind, Rock & Republic, William Rast you are getting what you pay for high quality jeans…

mel on

well duhh check the website on august 13.. maybe the price will go down

marley on

That is not a flattering picture of her, she looks bowlegged. Doesn’t encourage me to buy those jeans at all! Yuck!

AndroidBoy420 on

I don’t know where to start…$60 is a 1000% markup over the production cost…I wonder who makes them…Gap fashion is highly derivative and PHONY! I like knowing what jeans cost over $100…I’ll know who to mug. Hand over the cash, moneybags!

Renee on

The GAP has always been so over priced. Their stores really have taken a hit in this recession. I like the Gap clothes but only buy off the clearance racks. Many stores now are selling jeans at buy 1 and get another half off. So you can get 2 pairs for less than the cost of 1 pair at the Gap.

alexian on

you can see the ridges on her chest, she looks anorexic, im afraid to say. i dont even know why, shes so pretty either way. those jeans look great too but the company isnt benefiting the earth at all. they dump their unused or extra supplies somewhere in africa. as well as the levi company. back to the outfit though, looks great!

Domi on

wow she’s gotten so skinny she doesn’t even look good.

babyGap Debuts Drool-Worthy Premium Denim Collection! – Celebrity Baby Blog – on

[…] an active baby. To give parents more high-fashion options, Gap is spreading its denim magic — the relaunch of their grownup 1969 jeans collection was a huge success last year — to its baby […]

Cute Baby Supplies on

[…] an active baby. To give parents more high-fashion options, Gap is spreading its denim magic — the relaunch of their grownup 1969 jeans collection was a huge success last year — to its baby […]

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