Can the rapper revive the clothing company?

Although Gap continues to fall off in the ever-changing fashion world, (I mean, not many people rock khakis and cardigans anymore?) they have finally come up with a possible solution. What better way could they attract more customers and consumers than with the help of contemporary fashion icon and musician, Kanye West?

Last Friday, the company announced that they would be teaming up with THEE KANYE WEST HIMSELF by launching the “Yeezy Gap” line in the fall of 2021. To some, it may seem like it’s not a big deal, but this deal is for 10 years. YES, 10 FREAKIN’ YEARS! Unlike his high priced clothing line, Kanye plans to make a much more modern and innovative clothing line for men, women, and children that won’t hurt your pocket.

This new line with Kanye is expected to make at least $1 billion in yearly revenue and spark what seems like a cultural reset the Gap desperately needs after it’s revenue plummeted from $5.3 billion in 2017 to $4.6 billion just last year.

Ye went from driving to the Gap in his Nissan from the South Side to designing and curating a clothing line with his very own Yeezy brand. He covered the Magnificent Mile store with a no-so-subtle personal message to fans and shoppers.

Here is the full message:

Thank God
Hi Chicago it’s me
This is [the] Gap store
I used to shop at when
I would drive my Nissan
from the south Side
so blessed
I thank God and I am
so humbled at the
opportunity to serve
I put my heart into the
color palette and every
detail I love Tron the original
Do you like stuff
I don’t know what to do with
my hands

Hear me out. This deal sounds nice and all, and I love that Kanye is making sure that people can actually afford the apparel, but we’ve all seen the prison slides, and the dramatically distressed clothes that some call minimalistic, but others call, well… basic and bland colored couture. If anything, that definitely doesn’t agree or compliment the trends, visions, and preppy aesthetics of Gap, let alone any of its other franchises like Old Navy or Banana Republic.

Trust me, I don’t hate the idea. I just need to see some of these designs before I fully make up my mind. I don’t want to spend money on 20 different shades of the same hoodie or joggers. Like the rest of you, I just don’t want to be disappointed and we all know that Kanye sometimes does that.

However, with all the hype, a Yeezy Gap shirt, or two, to compliment my Yeezy Boost 700s wouldn’t hurt, now would it? Who knows, the gear might just turn me and you into a fashion icon on Instagram!

Will you be in line for clothes from Yeezy Gap? Drop me a message and let me know.


By Jada Daniel, Sophomore, Beloit College

Twitter: @tgijadaaaa

Written by Jada Daniel

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