VV Brown and Taio Cruz help Gap celebrate

San Francisco, the summer of 1969, Doris and Don Fisher created Gap with the simple idea of 'jeans and discs', a place for everyone to find a great fitting pair of jeans. 40 years on, launching on Sept 10th off London's Carnaby Street, Gap's 1969 concept store celebrates this heritage with a collection of exclusive denim styles and designer and artist collaborations.

With music such an integral part of Gap's heritage, gap1969 is proud to showcase a selection of breakthrough artists, with live, acoustic sets in store. VV Brown kicks off the sessions, performing at gap1969 on the opening night and will be followed by Taio Cruz, Ben's Brother, Robert Bowden, Erik Hassle, MPHO, Alan Pownall, Temposhark and The Good Natured over the 19 days and 69 hours that the store is open.

The three-floor store on Kingly Court will showcase an extensive range of Gap's iconic denim styles, specially produced in uniquely engineered washes. Strictly limited edition, only 69 pairs of each style will be available, each pair individually stamped and numbered.

To mark Gap's anniversary, on the opening day ONLY we will offer the opportunity to purchase a limited edition pair of Gap (PRODUCT)REDTM rinsed jeans in your favourite Gap fit for £19.69, with half the profits from all jeans sold going towards the Global Fund to help eliminate AIDS in Africa.

In association with Gap Design Editions, Designers Pierre Hardy and Albertus Swanepoel have both created bespoke denim pieces for the store. Gap's new season ankle boot by Pierre Hardy is re-worked in unwashed indigo, whilst Albertus Swanepoel has designed a black felt wool riding hat with denim peak.

Finally, continuing Gap's history of creative collaboration, celebrated illustrator and photographer Garance Doré will also curate an exhibition of her work for the space. In her intimate street portraits and illustrations, Doré evokes and explores an idea at the heart of Gap; the subtle details, often in the simplest outfits that make individuals of style so enduringly fascinating.

For more information visit www.gap1969.com