In 2004, Kanye West told the world about his work experience at the mall brand store, The Gap in the song Spaceships on his debut album “The College Dropout.” Kanye recounted his days as a teen working at the Gap. Days of being insulted by his manager repeatedly. Days of being asked to the back of the store and being patted down and asked about khakis. Khakis Kanye admittedly stole but he was never caught. Today Kanye West’s experience with the Gap is full circle as he strikes a 10-year deal to produce the ‘Yeezy Gap,’ Apparel Line.
The Gap is collaborating with Kanye and Yeezy, his fashion company, for a new clothing line called Yeezy Gap. The Yeezy’s design studio, under Kanye’s creative direction, plans to create “modern, elevated basics for men, women, and kids at accessible price points.” Kanye also will have a hand in the full “design vision.” His reach will extend to even how the line is showcased in Gap’s stores and online.
Kanye’s desire to make clothing for the masses will be fulfilled with this Gap deal. At Gap, jeans and tops often cost less than $50 and are regularly discounted. The cost of the ‘Yeezy Gap’ Apparel Line line is currently not available.
The Gap brand has struggled with an identity crisis plans to introduce Yeezy Gap in stores and online in the first half of 2021. Per the New York Times, the deal is for ten years, with an option to renew after five. The gap is reportedly aiming to be bringing in $1 billion in annual Yeezy Gap-generated sales by the five-year mark. West’s Yeezy, meanwhile, stands to gain royalties and potential equity.
In his Tweet announcing his high-end Yeezy brand, and a new partnership with the Gap, Kanye declared today the #WESTDAYEVER. Following Kanye’s initial tweet on the partnership, the Gap brand has seen a bump in the stock prices. Gap Inc., which also owns Old Navy and Banana Republic have seen sales plummet in the past few years, and closed more than 100 North American stores. And like other retailers, the Gap has been badly hit by the coronavirus pandemic.
LaToya Wright is the creator of thefatgirloffashion.com and independent contributor. Connect with her about lifestyle, beauty, and fashion topics at @fatgirl_fashion on Twitter.