Kanye West inks Yeezy deal with Gap

Sat, 2020-06-27 09:34

NEW YORK: The struggling Gap brand has inked a deal with the
mercurial Kanye West to produce a new line marrying its American
clothing classics with the rapper’s Yeezy designs.

The retailer Gap Inc and West’s Yeezy will introduce “Yeezy
Gap†in the first half of 2021, the companies said Friday.

Under West’s creative guidance, the new line will include
“modern, elevated basics for men, women and kids at accessible
price points,†the statement said.

The companies noted that the deal brings West’s relationship
to Gap “full circle,†saying the billionaire entrepreneur,
rapper, designer and most recently gospel singer worked at a
Chicago Gap store as a teenager.



— ye (@kanyewest)
June 26, 2020

“#WESTDAYEVER,†the 43-year-old tweeted, with a logo
combining “YZY†with Gap’s signature navy blue and white.

It is a collaboration West has long waxed poetic on: “One of
my dreams was to be the head creative director of the Gap,†he
told New York Magazine in 2015.

“I’d like to be the Steve Jobs of the Gap.â€

He and London-based, Lagos-born designer Mowalola Ogunlesi also
announced she would be the design director of Yeezy Gap.

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#rhiannazine @i_d & @badgalriri with some very beautiful souls,
by @mario_sorrenti & @alastairmckimm . Thank you !!

A post shared by
(@mowalola) on Jan 21, 2020 at 11:00am PST

Latching onto the star power of West is a major marketing score
for Gap, which has seen sales consistently decline since 2013 and
has scrambled to remain relevant in a rapidly shifting
ready-to-wear landscape.

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

Yeezy’s sneaker side alone was valued as much as $3 billion last
year, according to Bloomberg.

The 21-time Grammy winner West waded into the design world in
2007, when he launched his first line of high-end sneakers in
collaboration with Nike.

He severed ties with the American sports apparel company in
2013, saying his share of revenues was insufficient.

He then launched a partnership with German sportswear giant
Adidas and saw sales explode, hitting some $1.5 billion in 2019,
according to Forbes.

In parallel the celebrity entrepreneur has presented eight Yeezy
clothing collections, with financing from Adidas.

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Kanye West inks Yeezy deal with Gap