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Yeezy does it: Kanye West and Gap

Plugging the Gap: Kanye West

IT’S months — or maybe more — away yet but excitement is already building for Kanye West’s Yeezy collaboration with Gap, which launches some time in the first half of 2021.

The team-up brings West’s relationship with the brand full circle: the artist worked in a Gap store in Chicago as a teen, rapping about his experience on his 2004 song Spaceship. In 2015, West stated in an interview that he wanted to be ‘the Steve Jobs of the Gap’.

Perhaps he’ll get his wish. This week, Gap’s Chicago store got wrapped with a saccharine letter from West, reading: ‘Hi Chicago, it’s Ye. 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 am so humbled at the opportunity to serve. I put my heart into the color palette and every detail.’

The new line is promising modern, elevated basics for men, women and kids at accessible price points over a ten-year period, according to The New York Times. Mark Breitbard, global head of Gap, is calling West a ‘creative visionary’ and the tie-in is clearly a no-brainer for them — Yeezy trainers are already a regular sell-out and a favourite of collectors, and West’s brand is worth $2.9billion. That’s a heck of a lot of stardust.