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Over the past year, Gap has been trying a new strategy with its denim. Instead of talking up its San Fran roots, the company is promoting its DTLA denim studio at 316 W Pico. The brand moved its jean division to the space in 2010 to, as 1969 creative director Rosella Giuliani told Elle, be "at the heart of the denim industry—to live and breathe it." The mailer, above, went out this morning.
· Gap [Official Site]