Gap taps Kanye West for Yeezy line to debut next year

Carla Harmon
July 5, 2020

"If anyone knows Kanye they know how much the Gap and Yeezy means to him so this partnership is his dream come true!" West's "design vision" will extend to how the line will be showcased in Gap's stores and online. Of course, Kanye has focused on exclusivity during his time with Yeezy, and when you think of The GAP, you don't exactly think of limited quantities.

The partnership, according to Gap, will use the "creativity, fashion leadership, global recognition and energy" he has created with Yeezy and fuel it with its "51 years of expertise, 88% brand awareness, global reach and best-in-class supply chain".

NYT goes on to report that the retailer agreed to a 10-year deal starting this month, with the option to renew after five years. "This new partnership will introduce both the Gap and YEEZY brands to new audiences".

Gap shares were up 31% on Friday, adding more than $1.4 billion to Gap's market cap, pushing to more than $5 billion.

Kanye is known for his fabulous Yeezy sneaker partnership with Adidas, and we think it's so cool that he has partnered with another classic brand.

In an article for Paper magazine West said his appreciation for clothes began when he worked at the store aged 15 in Chicago.

West has a history with Gap.

Yeezy will receive royalties and potential equity based on meeting sales targets.

West maintains sole ownership of the Yeezy brand, which was valued at $2.9 billion in April.

Understandably, Gap is facing criticism for abandoning a Black-owned brand for budget reasons and instead clout-chasing an expensive multi-year deal with Kanye. Gap has been struggling to resonate with customers and the coronavirus pandemic dealt it another blow.

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