Kanye West is expanding his fashion brand Yeezy.
The hip-hop star is teaming up with Gap to bring affordable adult and kids clothing to the company’s stores as part of a multi-year deal.
West announced the partnership via his Twitter account on Friday morning.
“#WestDayEver,” he tweeted, along with a photo of a person in a red coat, hinting at what the collection may look like.
#WESTDAYEVER pic.twitter.com/ASMwbx7T2o
— ye (@kanyewest) June 26, 2020
A couple of hours later, West uploaded another photo on Twitter that showed the letters “YZY” in the classic Gap logo. This time, the photo caption read: “Yeezy and Gap form partnership #WestDayEver.”
YEEZY AND GAP FORM PARTNERSHIP #WESTDAYEVER pic.twitter.com/NyxgfYTjJM
— ye (@kanyewest) June 26, 2020
The trendy Yeezy fashion line, which was valued at $2.9 billion in April 2020, includes Yeezy sneakers with Adidas, as well as Yeezy clothing.
The new 10-year Yeezy collaboration could have the potential to revive the success of the Gap brand and give new life to its overall aesthetic. According to NBC News, the once-iconic clothing store chain’s sales have been on the decline since 2013, while its other brands such as Old Navy and Athleta are profitable and continue to climb.
“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,” said Global Head of Gap Brand Mark Breitbard in a press release.
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West’s collaboration with Gap was described as a “full circle” moment, since the music mogul worked in a Gap store as a teenager.
“This partnership brings the relationship between West and Gap full circle, as Kanye worked in a Gap store as a teen growing up in Chicago,” Breitbard continued. “Since then, West has become a disruptive force across music, footwear, fashion, architecture and more. This new partnership will introduce both the Gap and YEEZY brands to new audiences.”
The collection will arrive in Gap stores and online in 2021.
