Gap Unveils Premium Denim Line For Babies Zero To 2

• Retailing Today, Thursday, February 11, 2010 10:37 AM

Are you ready for Boomer grandparents and their grand-offspring parading through the mall in matching denim jeans and jackets?

BabyGap is launching a new line of lightweight premium denim clothing for babies ages 0 to 24 months that mimics the style and attitude of Gap's adult 1969 Premium collection that rolled out this past summer. Included in the line are a five-pocket jean for boys ($19.50), a unisex overall ($29.50) and a skirtall for baby girls ($29.50), denim jackets for baby boys and baby girls ($29.50), and a balloon pant and romper for baby girls, ($19.50) and ($26.50) respectively.

The collection "merges an emotional feel with a practical touch," says Pam Wallack, president of babyGap, GapKids and GapMaternity. It's also really soft, she says, and has a fit that "complements all of baby's ages and stages." Now if only they can do the same for regular Gaps.

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