Regular followers of this blog will know that my first post of every month is a "job from the past" so that I can show some of the really good projects from years gone by. Given the sad
news announced today that Gap is closing all it's UK retail outlets, I thought I'd show you this superb project for Gap from 2011.
Gap 1969 Premium Jeans - Spring 2011
This lovely look-book was produced to support the 1969 jeans campaign launch by Gap. Founded in 1969 in SanFrancisco in 1969 by Doris and Don Fisher. Gap's original intent was to make it easier for every customer to find a great fitting pair of jeans, a philosophy that lives on today.
Size is A5, portrait. It has a 4pp cover and a 12pp text, printed offset litho CMYK throughout. The text material is printed on Marazion Ultra 115gsm.
Cover is from the popular Hull based company on Colourplan 135gsm with a Buckram emboss. The cover also has a gloss UV varnish on the large 1969. It has a deliberately floppy feel which works really well for the denimy subject!
For readers not familiar with Marazion Ultra, it's a fully coated paper but it really does have a dead flat MATT surface. There are many papers on the market which profess to be matt (and some which incorporate the word matt in the name, but aren't!) ...but this really is - and if you don't believe me, just ask for a sample!
 |
| Click on images to enlarge |
...and here's the clever bit - see below image. The cover means the book works both ways round - one way men/womens, the other kids/baby. Not the first time it's been done but very effectively executed.
Below showing the kids/baby cover...
 |
| Click on images to enlarge |
The job is nicely folded and creased, as you can see from the birsdeye view.
A nice touch is the use of black coloured wire stitching, as you can see below....
Printing is by Absolute Ink who were based in East London but they sadly went bust last year. Art director and designer on the project was Jonathan Baron from
Studio Baron.
Posted by Justin Hobson 01.07.2021
This lovely look-book was produced to support the 1969 jeans campaign launch by Gap. Founded in 1969 in SanFrancisco in 1969 by Doris and Don Fisher. Gap's original intent was to make it easier for every customer to find a great fitting pair of jeans, a philosophy that lives on today.
Cover is from the popular Hull based company on Colourplan 135gsm with a Buckram emboss. The cover also has a gloss UV varnish on the large 1969. It has a deliberately floppy feel which works really well for the denimy subject!
For readers not familiar with Marazion Ultra, it's a fully coated paper but it really does have a dead flat MATT surface. There are many papers on the market which profess to be matt (and some which incorporate the word matt in the name, but aren't!) ...but this really is - and if you don't believe me, just ask for a sample!
...and here's the clever bit - see below image. The cover means the book works both ways round - one way men/womens, the other kids/baby. Not the first time it's been done but very effectively executed.
Below showing the kids/baby cover...
The job is nicely folded and creased, as you can see from the birsdeye view.
A nice touch is the use of black coloured wire stitching, as you can see below....
Printing is by Absolute Ink who were based in East London but they sadly went bust last year. Art director and designer on the project was Jonathan Baron from Studio Baron.
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