However, this is about to change as America's largest clothing chain is launching a temporary Mexican food truck called Pico de Gap, hoping to lure customers with cheap eats. The truck is part of the Gap's new nationwide marketing campaign for its 1969 denim line that focuses on videos and print ads featuring a peek inside the design process at the Pico Creative Loft, the clothing manufacturer's L.A. design base on West Pico Boulevard.
The menu will include four tacos: Braised lamb-chile negro, shrimp and smoked paprika, carnitas with chipotle peppers, and spicy tofu.
The taco trucks will feature celebrity chefs and hit New York, Los Angeles, Chicago and San Francisco. In L.A., the celebrity chef in charge of the Pico de Gap taco design is Marcel Vigneron. The wrappers also come with what the has been dubbed a "golden ticket" bonus in which the occasional winning wrapper will have a coupon for a free pair of jeans. All of the wrappers include a $20 discount coupon though so it's a win/win!
To follow the truck check out their Twitter page @PicodeGapLA