Stone-washed and downtown
Denim was the favored fabric of '49'er miners in the gold rush of 160 years ago. That's why the the business sprung up so solidly in the Bay Area. But for the past twenty years, domestic denim design especially centers around Los Angeles, and GAP has been here for two years trying to cut a couple patterns that will take off.
Unlike, say, Reuters, AP, and AFP, all of whom cut back presences in the past decade--GAP is refreshingly aware that LA's most nascent vibe is less Tinseltown and more Asia and Latin America. The former fishwrap of record follows the vibe with a bland biz section backgrounder on GAP's downtown Studio 1969.