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Gap goes after Levi Strauss with product launch

Published on .

In a move intended to do battle with against Levi Strauss & Co. on the authenticity front, The Gap this week launches a limited collection of vintage-style blue jeans named 1969, after the year the company was founded. The jeans with red selvage threads on the cuffs indicating they were made on narrow shuttle looms and each individually numbered,will be sold only in select stores and on the Web. Marketing efforts will include in-store promotions.

Copyright January 1999, Crain Communications Inc.

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