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SPONSORED: "Gap 1969Denim Studio, Los Angeles" August 8, 2011 Video

Go inside Gap's Pico Creative Loft in downtown Los Angeles, where the 1969 denim design team works to create a truly unique approach to affordable, cutting-edge jeans.

© 2011 Copyright Notice


It's the secret of LA because everyone thinks of Hollywood and celebrities but I'm on the undersight of that there's this amazing industry.

This is it. This is the last stronghold of denim in the US, well.

Denim business has kind of always had its roots for the last 30-40 years here.

Anything you need to do on a garment is here.--

We moved in our first day. We popped of all the champagne. We had no desks, no computers, just brick walls and the hardwood floors, and we sat around and we just talked about the future and what we could make and what we could do.

This is Pico Creative Loft. Jean Marie designed 1969 denim.

Gap is taking denim but doing it out of a completely set of rules.

We create everything here and then we can take that formula in those garments and send them out worldwide.

There's no cubicles here. There's no walls here. We're all even and that's the way they built it.

You know there's denim everywhere, there's images everywhere, there's inspiration everywhere.

My life is, it's just driven around denim.

I think you need this environment for it to go higher than what it already is.

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