Gap partners Kanye West to clothe the masses

NEW YORK • The Gap brand, which has flailed in recent years as it struggled with an identity crisis, has a new idea to revive its fortunes: American rapper Kanye West.

The retailer is partnering West and Yeezy, his fashion company, for a new clothing line called Yeezy Gap that will be introduced in the first half of next year, the companies said last Friday.

Yeezy plans to create "modern, elevated basics for men, women and kids at accessible price points".

Gap is making a far bigger bet on Yeezy and West, 43, than a typical designer collaboration.

They agreed to a 10-year deal starting this month, with the option to renew after five years, said a source.

At the five-year point, Gap is hoping that Yeezy Gap will be generating US$1 billion (S$1.4 billion) in annual sales. Last year, Gap's brand took in US$4.6 billion in global revenue.

It comes as Gap, which also owns Old Navy and Banana Republic, aims to refocus its namesake brand. It has seen sales plummet in the past few years and closed over 100 North American stores. Like other retailers, it has been badly hit by the coronavirus pandemic.

The Gap deal will fulfil West's desire to make clothing for the masses, even as Yeezy has become a presence at New York and Paris fashion weeks.

Yeezy merchandise on luxury-clothing platform Farfetch recently included a US$925 men's graphic cardigan and a US$241 women's thermal sweater. At Gap, jeans and tops often cost less than US$50 and are regularly discounted.

Gap will pay royalties and potential equity to Yeezy, which is solely owned by West, based on sales performance.

Yeezy shoes, which can cost hundreds of dollars and even more on secondary markets, were expected to top US$1.3 billion in sales last year.

NYTIMES

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A version of this article appeared in the print edition of The Straits Times on June 29, 2020, with the headline Gap partners Kanye West to clothe the masses. Subscribe