Call me crazy, but I never found what I wanted at Target, even in their “premium” Mossimo denim. Or Macy’s. Or even J. Crew.

Or the Gap.

The Gap released their new line of 1969 premium denim in July, and their marketing team at Brand About Town kicked it off with a special coupon for BlogHer attendees to take home a pair for free as part of their “Born to Fit” promotion. The brand had sort of fallen off my radar since I finished high school ten years ago. I’d always had nice clothes from The Gap before, but premium denim priced at under $70 is usually found only on eBay. Everyone has a “premium” line now, but a Jeans Girl knows that premium denim is more than just semantics.

The 1969 jeans for women come in several styles:

• Bootcut (Perfect and Sexy)
• Real Straight
• Always Skinny
• Curvy
• Long and Lean

I tried on several different styles in several different sizes, and ended up with a pair of Real Straight jeans in a dark wash. My two pairs of designer jeans that still fit me have bootcut leg openings, so I was aiming for a pair of straighter jeans from The Gap’s new line.

Real Straight was slim-fitting but forgiving. I’ve gained weight around the thighs and tush and my bootcuts at home just seemed to emphasize that. The straight cut of these new jeans kind of evens things out but miraculously manages to not look baggy.

But are they premium stuff? Here’s what I look for, and here’s what I found:

Rear pocket placement:

It’s always key and should vary depending on the fit of the jeans and the goal of the wearer. Place them further to the outside to emphasize hip curves, higher on the tush to emphasize a rear curve. Too low and they just look dumb. Embroidery should be subtle. Paper Denim and Cloth jeans have perfect pockets.

The Real Straight pockets are not bulky and are placed fairly centrally on each side so as not to emphasize the rear curve too much but not flatten it either.

Rise:

This is the hardest thing for me to negotiate in a pair of jeans. I’m short-legged, high-waisted and big-arsed with a sway back, so the gap at the back of the waistband is a constant problem. I have a lot of belts. But I’ve never found a pair of jeans under $100 where it seemed like a designer could make something for my body type.

The waistband on the Real Straight – marketed as a low-rise fit – sits perfectly on my lower back in any position. I’d have to wear granny panties in order to show underwear over the top, and I don’t need a belt to keep the gap in.

Size and Care:

I don’t care so much what the number on the label says when I take it out of the store, but I care very much whether the jeans stay that size. I love my denim, but I am a lazy person about laundry and I always throw my jeans in the dryer. They come out softer like that anyhow. My more expensive jeans have never shrunk (I thought they did, but it seems that my thighs have just grown), but cheaper denim will usually lose at least half a size, usually a FULL size – after the first wash and dry.

I tried on the Real Straight in two sizes and bought the one that was just the teensiest bit too big. The first time I washed and dried them, sure enough, they went down about a half a size. They still fit great and maintained their color well (wash them inside out like the label says), but I’m glad I thought ahead on that one.

Another note on size – these jeans (all styles) run loooong. Because I am high-waisted, I can’t get the petite fit because it will ride too low in the back. But if you’re going to buy good jeans, put the $10 into getting them hemmed properly anyway. You’ll thank me later.

Materials:

Soft cotton, with a little stretch in the fabric itself but not in the seams, which is exactly how jeans should be. After two wash and dry cycles, they’re doing well and did not shrink any more after that initial run-through.

Price:

For premium? I used to say that it was worth whatever. Then I wised up.

Gap 1969 Women’s Premium Denim jeans are all priced at $69.50 or less.

Overall:

Gap 1969 Real Straight Premium Denim fit well and are made of quality materials with excellent craftsmanship and a very low price when compared to similarly well-made jeans. You may want to buy them a tiny bit big. Invest in hems if you need to.

Special Offers:

The website has several styles and washes on sale as of this writing, in store or online for a limited time. It doesn’t get much better than that, kittens.

Jeans Girl wants another pair.

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A complimentary product was provided by Brand About Town for the purposes of this review.