Amy Pugsley The American rap superstar Kanye West will become even more of a household name as the billionaire music mogul signs a ten-year deal with Gap Inc. Think the beloved Gap khakis and polo shirts but with a much needed and overdue twist. The creative brand, YEEZY, that West has cultivated over the years will be available at the Gap starting in 2021 and will bring basics for women, men, and kids at accessible price points. The YEEZY brand will continue to make footwear with Adidas and sell higher-priced items independently; West will maintain sole ownership of his brand that is valued at $2.9 billion dollars.
The Gap is an iconic American brand that has struggled in recent years despite its prevalence in malls around the world. Could West be the one to turn the tides for the 51-year-old chain with YEEZY Gap? Mark Breitbard, Global Head of Gap Brand seems to think so. In a statement he said, “We are excited to welcome Kanye back to the Gap family as a creative visionary, building on the aesthetic and success of his YEEZY brand and together defining a next-level retail partnership.”
The news brings Kanye full circle to the place where he first worked as a Chicago teen. Working in the brand’s 90s heyday gave West his first taste of retail and sparked a lifelong passion for design. In an interview with Paper Magazine, he said, “When I was working at the Gap at 15, I don’t think I had any desire to actually make clothes but I always felt like that’s what I wanted to be around. I loved the fabrics, I loved the colors, I loved the proportions.” The news of the collaboration sent shares of Gap Inc. stock skyrocketing—sparking hope that Kanye will rejuvenate the brand and infuse his superstardom into Gap stores around the world.
