Yeezy, the brand of designer and hip hopper Kanye West, and the American fashion chain Gap are joining forces. The result: Yeezy Gap, a clothing line designed by West for Gap, the fashion chain reports in a press release. The two parties signed a ten-year partnership agreement on Friday, with the possibility of a five-year extension.
The first collection of the collaboration will be launched in early 2021, in Gap stores and in the chain’s web shop. West will design a line for Gap ‘modern basics for men, women and children’ at an ‘accessible price level’, the press release reads.
According to Gap, with the arrival of West, ‘the circle is complete’: West already worked as a teenager in a Gap store, in his home city of Chicago. In recent decades, he achieved great success as a hip hopper and chief designer of his own brand Yeezy. During that period, West made it clear several times that he wanted to work for Gap again: in 2015 he told The Cut that he wanted to become ‘the Steve Jobs of Gap’. Now West is actually returning to the fashion chain.
“We are delighted to welcome Kanye back to the Gap family as a creative visionary,” said Mark Breitbard, CEO at Gap. Collectively, the brands’ can build on the aesthetics and success of the Yeezy brand, and one
next-level develop retail partnership, “said Breitbard.
West’s creative vision will also be applied to Gap’s stores and digital channels, the press release reads. The Chicago store could be first: International media, including Hypebeast, report that since a few days the store has been wrapped in a large white cloth with enlarged handwritten text from West:
‘Hey Chicago it’s me / this is the Gap store / I used to shop at when /
I would drive my Nissan / from the southside / so blessed / I thank god and
I am / so humbled at the / opportunity to serve”.
Both Gap and Yeezy will benefit from the partnership, the press release emphasizes. The collaboration will promote Yeezy’s growth and reach. Yeezy will also receive royalties from the partnership, as well as a possible share of the revenue generated. Gap can lean on Yeezy’s popularity in recent years. To illustrate: in April, Yeezy was worth about $ 2.9 billion (or $ 2.57 billion).
Gap is the largest specialty retailer in the United States. With 3,723 stores worldwide, it is the third largest fashion group in total international locations, after Inditex Group and H&M.
Image: the logo of the collaboration Yeezy Gap, via Gap