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The Wall Street Journal reports (subscription required) that "As part of a joint promotion between Gap Stores Inc. (NYSE: GPS) and the Big Board, traders will be outfitted with 1969 Premium Jeans from the retailer. Gap executives will ring the closing bell Friday, remotely from the company's San Francisco headquarters."
That's right: jeans of the floor of the New York Stock Exchange. It's part of Gap's effort to revitalize its image by offering more premium quality jeans -- at better prices than market leaders like True Religion (NASDAQ: TRLG) and 7 for All Mankind.
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