We have information on the very first Yeezy x Gap drop, and yes, we know it’s been a long time coming to finally arrive at this moment. Rumors of a Yeezy collaboration with the mall store you went to for back-to-school jeans were floating around before the official announcement came out that Kanye had found a place to make Yeezy products more accessible to a larger audience. The rapper signed a 10-year deal with Gap in early 2020 to create an apparel line that’ll be more shoppable and accessible thanks to the retailer despite a predicted high resale value thanks to the overwhelming amount of hype surrounding the collaboration.
According to the New York Times, Gap is hoping that their collaboration with Yeezy will generate one billion dollars annually once they hit the five-year mark. Major hype has been generated around this collaboration since last year when Kanye wrote a message about his Gap project to the city of Chicago on a mural on the side of a building.
Kanye West turns 44 today, and it’s an understatement to say that he has had an eventful year. Kanye announced his run for presidency on July 4, 2020, and conceded four months later. The artist moved from Calabasas to a M Wyoming ranch that he declared an artist’s getaway, which many believe was a factor that contributed to his recent divorce from Kim Kardashian West. Meanwhile, Kanye has been creating music, working on Yeezy, and spending time as a father to his four children (North, Saint, Chicago, and Psalm West).
In his 2004 song “Spaceship,” Kanye West rapped, “Let’s go back, back to the Gap.” Gap, Inc. was seeing major commercial success in the early aughts as indicated by their international expansion across multiple brands, and The Gap had just released an iconic commercial featuring Madonna and Missy Elliot promoting their Fall jeans and corduroys the year before “Spaceship” was released.
The reported “death of the mall,” sped up by the closing of major brick-and-mortar locations following the COVID-19 pandemic, had yet to set in. The local mall, many of which featured Gap, Inc. stores, was still a bustling, suburban hub of young people and shoppers. It was an often-frequented spot and a place where coming-of-age milestones like meeting up with friends sans parental supervision could be achieved. In March of 2021, Gap closed all North American locations and lost 70 percent of its revenue overnight, according to the Wall Street Journal.
Though the brand is no longer in its heyday thanks to the ever-increasing digitalization of the shopping process, Kanye’s decision to sign a long-term contract with Gap makes sense regarding both his pared-down aesthetic and the brand’s need for fresh creativity. Kanye will be redesigning the interior layouts and storefronts of select Gap stores as well, indicating that we aren’t necessarily going “back to the Gap” like the rapper suggested in 2004 but rather moving ahead to a new, re-imagined takeover of the mall brand — for both their brick-and-mortar presence and their social presence, which is currently dominated by a single Yeezy video on Instagram. All other posts have been removed.
Many speculated that Kanye would reveal a collection of items in intervals before his first release, but the piece that was released today wasn’t accompanied by any other new items. The Round Jacket, made of recycled nylon, is the very first piece to be revealed in the highly-anticipated Yeezy x Gap collaboration. The 0 zipperless jacket comes in a single color— a bright blue that Kanye has been known to prefer (see the hoodie he wore in his tweet above). The puffer was released today to be shipped out in the fall and is already sold out on the Gap website.
Other hints we’ve gotten as to what future releases will look like include this tweet that Kanye sent out in June 2020, with the caption #WESTDAYEVER, of a raspberry red jacket that looks like it has a similar structure to the recently released blue puffer. Diehard and future Yeezy fans alike eagerly anticipate the next drop, which is sure to come soon following the success of the first item.
Projections of Kanye’s round jacket can be seen at these locations:
NEW YORK CITY:
MADISON SQUARE GARDEN
NEWYORK PUBLIC LIBRARY
SPRING STREET SALT SHED
THE MET BREUER
166 LAFAYETTE STREET
142 SPRING STREET
184 WYTHE AVENUE
ESSEX AND RIVINGTON STREETS
DISNEY CONCERT HALL
FLOWER ST AND W OLYMPIC BOULEVARD
MELROSE AVENUE AND N VIRGIL AVE
ABBOT KINNEY BOULEVARD AND SAN JUAN AVENUE
SANTA MONICA AVENUE AND 2ND STREET
VINE STREET – WALK OF FAME
8349 SUNSET BOULEVARD
MICHIGAN AVE AND ROOSEVELT ROAD
1601 N MILWAUKEE AVENUE
1453 N MILWAUKEE AVENUE
1927 N MILWAUKEE AVENUE
621 W FULTON STREET
prev link: https://www.crfashionbook.com/celebrity/a36662897/the-first-yeezy-x-gap-item-dropped-today-and-its-already-sold-out/
createdAt:Tue, 08 Jun 2021 16:58:19 +0000