Pop-up stores—those that open for a limited period of time, often to sell a specific item or line–are nothing new in New York City; we’ve seen everything from Target to Delta airlines. The latest one to join the fray–and perhaps more in keeping with the economic times than the Hermes store that opened for the summer in tony East Hampton–is the new Gap concept store at 680 Fifth Avenue; one also opened recently on trendy Robertson Boulevard in Los Angeles. The New York store, which remains open through September 27 (Monday-Sunday; 10:30 am-7:00 pm) features Gap 1969Premium Jeans, and marks the 40th anniversary of the first Gap denim-and-discs store in, yes, 1969. (The Gap has previously featured pop-up stores in New York with items such as Pantone hued t-shirts and Havaianas flip-flops.)
This store–and the denim line–would seem to be a cheeky nod to the economic climate—on super-luxe Fifth Avenue, all the jeans in this new Gap line retail for under $70. It’s a good way to pull in tourists as well as locals–the jeans are designed with the same trendy fits that other, higher-priced lines carry, such as the looser Boyfriend fit, or the popular deconstructed (read: ripped, torn, shredded) style. It’s also, of course, less of a gamble to open a short-lived store like this at a time when even higher-end shops are closing at a rapid rate–if it doesn’t work, it’ll be gone in a month.
And lest jeans not seem as exciting as, say, a Hermes scarf, take heart in knowing that for the past two years, many insiders attending New York’s fashion week in September have made a stop at the Gap pop-up store a must.
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