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

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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