Gap Hawks Denim Discounts From Taco Truck

By Alesandra Dubin September 7, 2011, 11:45 AM EDT

The Pico de Gap truck is rolling around in L.A. and three other markets.

Photo: StarTraksPhoto.com

In celebration of creative director Rosella Giuliani's 1969 fall denim collection, Gap has sent out its Pico de Gap truck, a customized vintage vehicle offering a specialty taco menu created by chef Marcel Vigneron (of Marcel's Quantum Kitchen and Top Chef). After starting out last month at the Gap 1969 store on Robertson Boulevard, the truck is making its way around town, with upcoming stops at the downtown art walk this week, the Gourmet Music Carnival on September 18, and the Abbot Kinney Festival on September 24. The truck's whereabouts are announced on Twitter; it offers tacos for $1.69 (or for free with a receipt showing a purchase of Gap 1969 denim on the same day) and denim coupons for visitors. Versions of the truck are heading to four markets, including New York with chef Katie Lee, San Francisco with Ryan Scott, and Chicago with Rick Gresh. A Squared Group is producing the promotion nationwide.

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