GapKids Rolls Out Child-Sized Premium Denim

Last week, Gap introduced its 1969 Premium Jeans collection for children through its GapKids stores. The line—which is selling for $19.50 and up—has been created to encompass style and quality, aiming to provide comfortable, long-lasting and versatile denim for youngsters.

The line includes a variety of silhouettes, washes and four core fits for girls and five for boys. Through the summer, the company is highlighting skinny jeans for both girls and boys along with elevated fabrics. Look for details borrowed from adult styles, such as a chambray waistband and blue rivets. “We put a lot of emphasis on what’s important to kids and their parents—quality, versatility, and a range of fits and washes,” said Mark Breitbard, executive vice president of GapKids and babyGap. “Simply put, we’ve got the best-fitting premium jeans for kids at an accessible price point.”

To celebrate the launch, Gap opened a pop-up shop, 1969 Kids, in West Hollywood on Fri., June 25, next to its adults’ jean shop. It will be open for three months and along with the kids’ denim will feature key pieces from the GapKids fall collection, including plaid shirts, Junkfood graphic tees, crochet-detail tops, floral and chambray dresses and accessories. The babyGap 1969 Premium Jeans launched earlier this year for babies 0 to 24 months will also be available. Events will be held at the shop to promote the line. For details, visit www.facebook.com/gap.