Old Navy just reached a new level of fame.
On Wednesday the retailer celebrated a fashion first: its bestselling Rockstar jeans received a Star of Recognition on the Hollywood Walk of Fame. The jeans were honored during an induction ceremony in which R&B stars Chloe x Halle attended in support.
Aside from the name, Old Navy’s Rockstar jeans were awarded a star for their ranking as a customer favorite. The jeans first debuted in 2012 and since have withstood the test of time, with more than 40,000 pairs sold every day. Featuring strategically placed pockets, super-stretch denim and a curved waistband, the jeans are available in 39 sizes and three rises to mold to a variety of body shapes.
The recognition was formed in partnership with the Hollywood Chamber of Commerce. To celebrate, Old Navy proclaimed Sept. 21 National Rockstar Day, during which the style will be sold online and in-stores at a special price starting at $15 for women and $10 for girls.
This effort marks a new type of marketing campaign for Old Navy, which split from its parent company Gap Inc. earlier this year. While Gap’s latest marketing initiatives involve looking back on its 50 years of style, Old Navy is setting out to command consumer attention with innovative campaigns like this one.
Both companies, however, recently rallied around a common goal: improved denim sustainability. In honor of Earth Day, the companies committed to reducing water usage, using cleaner chemistry and sourcing more sustainable cotton or cotton-alternative fibers.