Denim through the decades

Each decade features styles for both men and women, including denim jeans, tops and jackets in range of traditional hues and incorporates design packaging from Gap’s archive down to the exact shank buttons and rivets.

Gap also introduces the new Men’s Slim Softwear Denim.

Gap, the cultural American clothing brand, has launched the Denim Through the Decades collection in celebration of the brand’s 50th anniversary.

Don and Doris Fisher opened the first Gap store in 1969 on Ocean Avenue in San Francisco as a reference to the “generation gap.” They believed in equality, inclusivity and creativity with the founding principle to “do the right thing” which continues to guide the brand to this day. For this occasion, Gap is revisiting its heritage, denim — highlighting how its styled in today’s day and age and introducing key styles to a new generation.

the cultural American clothing brand launches the Denim Through the Decades collection.

Limited edition 50th Anniversary Tees feature playful Logo styles.

The limited-edition Denim through the Decades collection is comprised of product designs inspired by different decades in Gap’s history. Each decade features styles for both men and women, including denim jeans, tops and jackets in range of traditional hues and incorporates design packaging from Gap’s archive down to the exact shank buttons and rivets. The capsule collection will exclusively be available at Gap Central Square, SM Mall of Asia, Trinoma and Gap.com.ph.

Apart from the capsule collection, the newest offering for women’s denim for Fall is the High-Rise Cigarette Denim which has a lean, straight fit and skims at the ankle. Gap also introduces the new Men’s Slim Softwear Denim that are made with GapFlex stretch technology and supersoft premium denim engineered for extra flexibility and total comfort. Limited edition 50th Anniversary Tees will feature playful Logo styles, which present the Gap logos from the earlier decades, and the Authentic Tie-Dye Crewneck T-Shirt, which has an embroidered slogan at the sleeve and is hand-dyed for special character, so no two pieces are the same.

The Fall campaign is launched with the hero campaign film, It’s Our Denim Now, directed by Fleur Fortuné and is set to “Move Together” by Ndidi O.