Kanye West and Yeezy arrive at Gap: all the secrets of their new clothing collection

Kanye West has always had it clear: he set himself the goal of dressing as many people as possible with his designs. There is no doubt: he is a kind of multidisciplinary artist who was never daunted by revealing that what he intends is to create products for the general public. Pursuing this purpose, the rapper began to sell larger amounts of stock of his best-selling Yeezy Adidas models, such as the Boost 350, making them accessible to a wider audience. Now, he is opening the borders of his ready-to-wear clothing line, Yeezy, by signing a 10-year alliance with the American brand Gap. Exactly, the one you saw the bulk of the Americans. The rapper communicated through a tweet last Friday that the Yeezy Gap collaboration will be a reality, and the reactions of his fans have not been long in coming. However, the most striking has been that of the stock market: the next day Gap increased the value of its shares by 42%. The hype is served.

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what and when will it arrive

Although the alliance was officially signed this weekend, the new co-branded franchise will not hit stores (both physical and online) until early 2021. Yeezy Gap will be a collaboration in which there will be a line for men, another for women and a third for children. As for the prices, the brand announced that each garment will be below 100 dollars, in accordance with the purpose of accessibility. However, due to West's deal with Adidas, the new collection will not feature footwear of any kind. The singer will, however, have creative control over the line, so he will be able to decide how it will be presented to the public, including exposure both in-store and on Gap's digital channels.

why is it relevant

We are not going to hide that this is news of great dimension. The rapper has a long history of mentioning Gap in his songs and interviews, where he holds her up as an example of a fashion democratizer. In addition, the confirmation of this partnership is the culmination of his constant effort to be taken seriously as a key player in the ready-to-wear fashion market. There is no doubt that this is a very significant moment for West, who during his adolescence worked as a clerk in a Gap store in his native Chicago.

Kanye West y Yeezy llegan a Gap: todos los secretos de su nueva colección de ropa

West's interest in reaching the general public led to his well-known sneaker collaboration with Adidas, which generated billions of dollars in sales last year alone. However, his Yeezy clothing collection (sometimes backed by Adidas, other times presented independently at Paris Fashion Week) have failed in that attempt to appeal to the mass consumer as well as his sneakers. Partly this is a logistics and production issue, but at the same time the rapper has opted for a price range closer to luxury streetwear than Gap sportswear.

As far as Gap is concerned, the brand has experienced the same fate as other large retail competitors. In recent years, the economic losses have been evident, and with the coronavirus health crisis, this situation has only worsened. Proof of this has been the long-awaited collaboration with Telfar, which was scheduled for early 2020 but has been postponed indefinitely. A disappointing news, since it would have been a well-deserved recognition of one of the most interesting independent talents of the moment.

With this union, the brand hopes to benefit from West's ability to move product on a large scale, but it remains to be seen whether Yeezy Adidas's formula for success will be applicable to a clothing collection, since after all the sneakers play with limited stock.

what can we expect

Although we know few details about what the clothes in the collection will look like, West has taken it upon himself to share some blurred images of a model wearing quite relaxed clothes, such as a sweatshirt or a down jacket (very much in the style of the artist), in vibrant shades of blue. and red, in keeping with the Gap color palette. Similarly, West has announced that he will bring in British-Nigerian designer Mowalola Ogunlesi (Central Saint Martins alumnus who debuted at London Fashion Week last year) as design director. As for what role the rapper will take in the garment design process, the question is still up in the air, although based on previous collaborations, the Chicago rapper is usually very closely involved in the conception process.

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In the image, we can also see a large weekend bag that with a very good eye can read "Developed by Yeezy and Gap in Cody, WY", Cody (Wyoming) being the city in which West bought a large parcel of land last year to make it the Yeezy hub. During the presentation of the famous Yeezy Foam Runner (yes, that kind of futuristic Crocs), the artist announced his desire to bring the manufacture of his products back to the United States. Following this idea, his latest collection presented at Paris Fashion Week included several garments produced with wool from the sheep on his own farm. However, making the entire Yeezy Gap line in Wyoming, or even the United States, is highly unlikely. But being able to use those facilities to contribute to the collaboration would be a huge achievement, even for West's lofty goals.

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While there are doubts about West's ability to channel his avant-garde design into Gap's consumer-friendly products, The New York Times reported that Gap expects to generate a whopping $1 billion in sales (a quarter of Gap's profits). the company in 2020). So far, the news has been met with enthusiasm in the markets, where Gap shares have risen as much as 40% in 24 hours, finally stabilizing at 20% by the end of the day.

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There is still a lot to learn about this collaboration, but what is clear is that Kanye West is finally getting closer to his long-awaited dream of producing clothes for the average citizen, and when one can brush his fingertips with his most great, the amazing happens.

For now, we can only wait for the artist or the brand to reveal more about this interesting alliance. And if you happen to be near a Gap store in early 2021, it might not be a bad idea to go camping.

Via: Esquire US

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