Inspired by a late night team dinner at a food truck in Los Angeles, Gap is taking the vibe of its denim design studio on the road with a custom vintage taco truck. Pico de Gap will serve custom menus exclusively “designed” by local chefs, including best-selling author Katie Lee in New York, Top Chef’s Marcel Vigneron in Los Angeles, Top Chef’s Ryan Scott in San Francisco, and Rick Gresh of David Burke’s Primehouse in Chicago.
“The idea of Pico de Gap—and the taco truck used in our fall campaign 1969: L.A. and Beyond—came about one night when I was having dinner with our 1969 design team in downtown L.A.,” said Seth Farbman, Gap’s Chief Marketing Officer. “It’s these types of everyday moments that shape who we are as people and inspire the product we design for our customers. We thought it would be an unexpected, engaging way to share a little more about ourselves and the experience we had that night.”
To create an authentic aesthetic, each Pico de Gap truck was hand-painted and includes a replica of a vintage Gap ad and neon sign from the ’70s. Customers can check out the latest 1969 fall denim styles on display while enjoying tacos for a $1.69. With proof of a same-day Gap denim purchase, the meal is free. Additionally, every customer will receive a coupon for $20 off their next Gap 1969 denim purchase and some lucky patrons will even receive a special coupon redeemable for a free pair of Gap 1969 jeans up to $90.00.