Kanye West teases his new Yeezy collection with Gap, and it’s nothing like we have seen from the brand before

Pernille Akselsen

Pernille Akselsen

Marketing Communication Coordinator at Retail Insights

This week on Twitter, in a video, Kanye West showed a sneak peek into his new collection with the fashion retailer Gap.

The aesthetic seems to be a bit different from what shoppers usually would expect to find at Gap. The collection looks like to have strong streetwear aesthetic. The video on Twitter, which he captioned: “@ YZY GAP fitting,” shows a model with a pair of baggy shiny black pants and around her on the floor there are brightly colored and tie-dyed apparel.

In an attempt to get more information about how the new collection will look like, Business Insider tried to reach out to Gap but did not receive an immediate answer.

The collaboration between West and Gap was published in June. In the announcement, Gap said that they wanted a “multi-year partnership”, where they want West and his design team to create a co-branded collection for both women, men, and children to be sold online and in a physical store at Gap.

The new collection is expected to launch in 2021, and the price of the apparel isn’t published yet.

The new partnership may be the hope for Gap to get the boost they needed in the difficult retail environment. The brand Yeezy already has something going on with Adidas, and according to Forbes pulled in an estimated $ 1.3 billion in sales in 2019 and Yeezy was recently valued at $ 2.9 billion.

Gap’s issues have predated the recent crisis, however. Sales at Gap have dropped for the past few years and it has been accused of falling behind competitors by not updating its “anemic” collections of clothing. This partnership could give Gap access to a new customer base and help it to win back younger shoppers.

Source: Business Insider.

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