The brand celebrates their 40th year with a new store in London's Kingly Court
Text by David Hellqvist | Published 18 September 2009
The sixties was a busy breeding ground for important movements, and 1969 in particular was saw several seminal events. In Woodstock for example, thousands of people gathered to celebrate music and the concept of rock festivals as we know it today was created. On the west coast, shimmering in the same light of creative inspiration, Don and Doris Fisher developed a brand a brand that has come to capture the style of affordable American preppy. Their motto ‘Jeans and Discs’ encouraged a line of denim that fitted perfect, while still staying within most people’s financial reach. Of course, GAP was a hit, and today they enjoy on a worldwide audience.
To celebrate the anniversary, GAP has opened up the doors on a pop-up shop in central London’s Kingly Court. Trading for 19 days and 69 hours, it pays homage to forty years of qualitative jeans by launching a special line of limited and numbered denim pants. Classic GAP collaborators like Pierre Hardy and Albertus Swanpoel has also contributed goods. Hardy’s piece is a denim version of his popular ankle boot, while Swanpoel adds a black riding hat in wool with a denim peak.
Also hard working music producer Pharrell Williams has helped out. His new Bionic GAP collection launches in Europe through the pop-up shop. Using yarn from recycled plastic bottles, Williams is updating GAP classics, such as khaki trousers, white T-shirts and grey marl hoodies, in his own characteristic style.
The music link continues, even adding a practical layer to the proceedings. An acoustic performance by VV Brown and a set by Taio Cruz add real star glamour to the Carnaby space. Anyone looking for an intimate art experience in the midst of all the jeans will be happy to find an exhibition by illustrator and photographer Garance Doré, who said of the event: “I was very honoured when GAP proposed the collaboration, it all seemed super natural for me. I am also very inspired by the 40 year celebration, because the beginning of the 70s was such a fascinating time for fashion”. Her street portraits and illustrations will focus on what both Doré and GAP cherish more than anything; intricate yet subtle details. Happy Birthday GAP!
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