In a move to modernize and bring relevancy to the Gap brand amongst a younger demographic, Gap tasked a our new creative team with the rebrand of 1969 Denim. Los Angeles - considered the e hub of the US denim industry - was chosen for the new creative studio. Housing design, product and wash development, tech services and production under one roof - 1969 considered denim not only as a product category but as a lifestyle - redefining what denim means to the brand and bringing to life the often unheard story of gap denim from past to present. The initial launch collection and campaign "Jeans with Attitude" introduced an updated modern aesthetic with new silhouettes, fabrications, and wash techniques. Gap updated over 200 stores to feature a dedicated 1969 in store destination. 1969 concept stores - openined in LA, NY, and Chicago - fully expressed the 1969 as a denim lifestyle and included limited edition items Made in LA and a curated assortment of product collaborations and 3rd party brands.

Working with Ogilvy & Mather, campaigns across, in store, print, digital and other media outlets gave consumers an inside look at the 1969 team, the studio and the creative process behind the product. As a follow up, Born to Fit was launched to democratize the updated aesthetic without alienating the brand's longstanding brand loyalists. The campaigns were accompanied by an immersive digital experience created in partnership with AKQA.  Use generated content - curated by designers, fashion insiders, and musicians, explored the range of Gap 1969 in an endless stream through interactive experiences and videos. Gap fans were able to contribute to the 1969 Stream by submitting photos and comments via Facebook and Twitter, and by participating in various denim-themed online challenges.