Kanye West Brings His Yeezy Brand to Gap in New Partnership

The line of affordable apparel will hit stores in 2021

yeezy and gap partnership
Yeezy already sells higher-end clothing through partnerships with other retailers. Kanye West, Gap
Headshot of Diana Pearl

Kanye West’s Yeezy brand is coming to the mall.

Today, West revealed a new partnership with staple mall retailer Gap that will see his line of sneakers and clothing drop in Gap stores and online in early 2021. The line, called Yeezy Gap, will span several of Gap’s categories, creating “modern, elevated basics for men, women and kids at accessible price points.”

“This new apparel partnership furthers the size and scope of the Yeezy business, building on the groundbreaking success of Yeezy footwear,” according to a statement from Gap announcing the partnership. West himself also announced the collaboration on Twitter with the hashtag #WestDayEver.

The partnership is an ambitious one: The deal is for 10 years, with the option to renew after five.

Gap is hoping that by five years into the partnership, the Yeezy brand will be bringing in $1 billion, according to The New York Times. If that hope proves true, then Yeezy will be a substantial chunk of Gap’s business. In 2019, Gap’s global revenue was about $4.6 billion, a number that will almost certainly decline in 2020 due to the economic challenges posed by the ongoing coronavirus pandemic.

West will retain sole ownership of his Yeezy brand, which, according to Gap, was valued at $2.9 billion as of April. According to the Times, Gap will pay West royalties and potential equity.

The partnership will surely be a boon for Gap, which has struggled in recent years, particularly with its namesake brand. (It also owns Old Navy, Banana Republic, Athleta and Hill City.) It’s closed over 100 storefronts in North America, and scrapped plans to spin off Old Navy into a separate company in January. Longtime CEO Art Peck left the company in November, and CMO Alegra O’Hare left after less than a year in January.

West’s Yeezy brand has previously collaborated with Adidas, particularly in the footwear category. It’s become a staple of Fashion Week runways in both New York and Paris, and sells more high-end garments through luxury retailers like FarFetch. The Gap collaboration offers West an opportunity to bring his designs to the rest of America.

This is actually not West’s first work experience with Gap: As a teen, West worked in a Chicago-area Gap store.

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@dianapearl_ diana.pearl@adweek.com Diana is the deputy brands editor at Adweek and managing editor of Brandweek.