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Patrick Robinson has been on the road promoting the Gap’s 1969 denim line with pop-up stores, advertising campaigns, personal appearances and now the Gap is going to take casual Friday to the next level. This Friday, The Gap will take over the New York Stock Exchange by not only ringing the closing bell as a symbol of the 40th Anniversary but by outfitting the 1,000 plus traders on the floor in their new 1969 Premium Jeans collection. Traders will don denim in a historic first on the floor while Gap’s North American President Marka Hansen will join with members of the Fisher family (founders of The Gap) to ring the closing bell from the corporate headquarters in San Francisco.

And if Gap stock continues to come back and do well, it may be a direct function of Robinson himself who has tossed aside TV advertising in favor of Facebook, viral marketing, a specific 1969 website Born To Fit. The days of being advertised to are over, as consumers are being engaged with and brought back into the Gap fold which saw a decline in sales when they moved away from their core product… well made denim. Ring that bell and rejoice that 1969 Premium Jeans have made us love the Gap again!