Thursday, July 30 2009 @ 12:28 PM ICT

Contributed by: news

Gap is updating its denim, and in August re-launches the 1969 premium jeans collection, with a wider variety of hip fits and washes. Named for Gap’s debut year, the “’69s” will offer improvements from year to year (new buttons, trendy washes) but sizing and silhouettes will stay the same (It is a move towards what denim enthusiast are looking for a simple five-pocket pair without unnecessary logos and higher quality denim.)

And it’s all pre-’70s here–not just the name but the price (all jeans, less than $70); at Gap stores.

Pictured: New fits include the Always Skinny (low-rise, hug-all-over, with buttoned ankle action), the Real Straight (slim on hip, straight at ankle) and the Boyfriend (slouchy, comfy and very right now).

Levi Strauss & Co. is no doubt bristling at rival Gap Inc.’s announcement last week that it is launching 1969 jeans, its own version of dark blue, stiff-looking, retro-style jeans that closely resemble Levi’s Hard Jeans product.