Rapper and fashion designer Kanye West has inked a “multi-year partnership” for a new line of apparel for men, women and children called Yeezy Gap – set to launch in the retailer’s stores and online in the first half of 2021.
West announced the partnership on his Twitter account this morning by sharing a re-worked Gap blue box logo – reading “YZY” instead.
Gap said the partnership brings the company’s relationship with West full circle as he used to work at one of the brand’s stores in Chicago during his teenage years.
Mark Breitbard, global head of Gap Brand, said in a statement: “We are excited to welcome Kanye back to the Gap family as a creative visionary, building on the success of his Yeezy brand and together defining a next-level retail partnership.”
West has reportedly been travelling to Gap’s San Francisco HQ to work on the new line, which apparently will not include footwear – a market in which Yeezy already collaborates with Adidas.
The new deal will expose West’s upscale brand to a broader market, while letting Gap capitalise on Yeezy’s recent growth.
Last year, Bank of America Corp. valued the sneaker side of the Yeezy business at almost $3 billion alone, according to Bloomberg. While the footwear is made and distributed by Adidas, West retains creative control and sole ownership of the brand.
Gap could certainly do with a boost to its business as last quarter net sales reportedly fell 50% as it struggled to cope with prolonged store closures due to the COVID-19 pandemic.
West recently filed for the trademarks to extend the Yeezy brand into beauty and skincare products.