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 rapperâ€™s Yeezy designs.
The retailer Gap Inc and Westâ€™s Yeezy will introduce â€œYeezy
Gapâ€ in the first half of 2021, the companies said Friday.
Under Westâ€™s creative guidance, the new line will include
â€œmodern, elevated basics for men, women and kids at accessible
price points,â€ the statement said.
The companies noted that the deal brings Westâ€™s relationship
to Gap â€œfull circle,â€ saying the billionaire entrepreneur,
rapper, designer and most recently gospel singer worked at a
Chicago Gap store as a teenager.
â€” ye (@kanyewest)
June 26, 2020
â€œ#WESTDAYEVER,â€ the 43-year-old tweeted, with a logo
combining â€œYZYâ€ with Gapâ€™s signature navy blue and white.
It is a collaboration West has long waxed poetic on: â€œOne of
my dreams was to be the head creative director of the Gap,â€ he
told New York Magazine in 2015.
â€œI’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.
View this post on Instagram
A post shared by
MTV (@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
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.
Source: FS – All – Interesting – News
Kanye West inks Yeezy deal with Gap