Kanye West is teaming up with Gap to bring Yeezy brand to the masses
Kanye West's Adidas Yeezy Boost 350 was named the 2015 Footwear News shoe of the year at Wednesday's annual Footwear News Achievement Awards. Representatives from Adidas praised West's professionalism. (Dec. 3)
The rap superstar will design adult and kids’ clothing that will be sold at the chain’s stores next year. His Yeezy brand is best known for pricey sneakers that sell out online quickly. But Yeezy footwear, made with sneaker company Adidas, won’t be sold at Gap stores.
The Yeezy design studio "will develop the new line to deliver modern, elevated basics for men, women and kids at accessible price points," according to press release on Friday.
The collection will arrive in Gap stores and online in 2021.
On Friday, West tweeted a photo of what the collaboration might look like: bright colored hoodies, jackets and T-shirts.
West has a history with Gap. He worked at one of its stores in Chicago as a teenager and told Vanity Fair magazine back in 2015 that he wanted to be creative director of the brand.
"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. 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 press release said.
The press release also included an image of the official logo for the new Yeezy Gap line, which shows the letters "YZY" in the classic Gap logo.
San Francisco-based Gap Inc., whose sales are dwindling since the COVID-19 pandemic, hopes the deal will keep it relevant with shoppers. For Yeezy, being in more than 1,100 stores worldwide could get the brand in front of more people.
As part of the deal announced Friday, Yeezy will receive royalties and possibly Gap stock if the line sells well.
Shares of the retailer jumped 16% in premarket trading.
“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 Mark Breitbard, Global Head of Gap Brand, in the release.
Contributing: The Associated Press