Kanye West is bringing some much-needed attention to Gap. Two hours later, something a bit more obvious hit the timeline: Gap's signature square logo remixed to read "YZY" with the hashtag #WESTDAYEVER. While West will maintain creative direction, he has appointed Mowalola Ogunlesi as design director, the Nigerian-British designer who, despite having only graduated from her BA at Central Saint Martins in 2017, already counts Skepta, Solange, Megan Thee Stallion, Drake and - of course - the Kardashian-West family among her many fans. The line will offer apparel for men, women and children at accessible price points.
West and his design team will create a new Yeezy Gap cobranded collection of apparel to launch in 2021. "Even though I worked at the Gap, I didn't get enough hours to get a discount because I was a part-time employee, because I went to high school". The brand has been referenced in the lyrics of his songs like "Spaceship".
Analysts say that West could be a lifeline for Gap, which has seen sales slide in recent years and been accused of falling behind competitors and not updating its "anemic ranges" of clothing. I'd like to be the Steve Jobs of the Gap ... He echoed a similar sentiment during his "Sway in the Morning" interview back in 2013 saying he had approached the corporation about a partnership before. "Imagine if you take these thoughts and connect it with a corporation like the Gap".
According to the New York Times, the deal is for 10 years with an option to renew after five.
After announcing the unexpected YEEZY x Gap collaboration last week, Kanye West has now kicked off the ten-year partnership with a fully redesigned store in Chicago. The group ended the period with a net loss of nearly a billion dollars ($932 million). According to Gap, Yeezy will receive royalties and potential equity related to sales achievement.