Original Gap

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In the latest salvo in the war for jeans originality, The Gap tomorrow kicks off a new global TV, print and outdoor campaign for "original fit" jeans, created in-house. The campaign features performers such as Herb Alpert and hip-hop's Run-DMC, who says "I don't want anybody's name on my behind." With the trend to the older and darker jeans hues, Levi Strauss & Co. this summer kicked off a campaign boasting of being the original jeans worn by now popular designers such as Calvin Klein. Competitor Lee also has raised its stake in the originality battle by advertising under the old term "dungarees."

Copyright July 1998, Crain Communications Inc.

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