Kanye West Partners With Gap for New Yeezy Gap Line
West is returning to the Gap, where he worked as a teen in Chicago
Kanye West is bringing Yeezy to the masses with a new Gap partnership. Announced Friday, the new Yeezy Gap line is expected to drop in Gap stores and online in 2021.
The new line will reportedly feature “modern, elevated basics for men, women and children at accessible price points,” according to a press release.
The partnership represents a throwback for West, who worked in a Gap store as a teen. Coming full circle with a Gap partnership has been a longtime dream of the artist’s, who expressed a desire “to be the Steve Jobs of the Gap” in a 2015 interview, in which he also said he once dreamed of becoming the company’s lead creative director.
“We are excited to welcome Kanye back to the Gap family as a creative visionary, building on the aesthetic and success of his Yeezy brand and together defining a next-level retail partnership,” said Mark Breitbard, Global Head of Gap Brand, in a statement.
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In partnership, West and Gap will create a new Yeezy Gap offering. ⠀ ⠀ ⠀ As the press release explains it, “under West’s creative direction, the Yeezy design studio will develop the new line to deliver modern, elevated basics for men, women, and kids at accessible price points.” (West will continue to produce the higher price point Yeezy collections independently.) ⠀ ⠀ ⠀ Eventually, West will have a hand in in-store concepts and the design of the company’s e-commerce site. “We are excited to welcome Kanye back to the Gap family as a creative visionary, building on the aesthetic and success of his Yeezy brand and together defining a next-level retail partnership,” Mark Breitbard, Global Head of Gap Brand, said in the release. Earlier this year, Gap announced a collaboration with Telfar Clemens and in the past it’s hooked up Heron Preston, Balmain, and Stella McCartney on a popular children’s offering. ⠀ ⠀ ⠀ Yeezy Gap is different; it is said to be a 10-year deal. @bof
West and Gap have agreed to a 10-year deal, the New York Times reported, with the option to renew after five years, at which point Gap hopes the Yeezy line will be generating $1 billion in annual sales.
The move comes at a time when Gap, Inc. has been struggling. The company’s namesake brand has shuttered more than 100 North American stores in recent years amid declining sales, struggles that have only been amplified by the COVID-19 pandemic.
The Yeezy brand, of which West maintains sole ownership, was valued at $2.9 billion in April.
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