Gap Reinvents Itself with New Kanye West Yeezy Line 

The company has said its flagship brand’s Yeezy line is on track to launch by the end of June and is counting on its Kanye West partnership to revive two decades of declining sales and fading cultural relevance. 

If you’re a fan of Mr. West’s music or his fashion line Yeezy, you’ve probably heard about the collab between Yeezy and Gap that has been in the works. It was first announced to the public in the summer of 2020 and fans of West have been anticipating more details about the collab ever since. 

Now, an update on Gap Inc.’s plans for the year has revealed a more solid potential release for the inaugural drop. According to a report over the weekend from Business of Fashion, the Gap team said the Yeezy line “is on track” to launch by the end of this June. The report also details how Gap has bet everything on Yeezy to make Gap’s comeback in the fashion industry, noting its previous moves to cut down on overall costs and the closing of more than 225 locations in 2020. 

Gap hasn’t been shy in stating the importance of the collaboration. Bloomberg has previously revealed that the company expects revenue from the line to top $150 million in 2022, its first complete year. Which is a humble prediction compared to Adidas selling $1.7 billion in Yeezy sneakers alone last year.

On May 27, Gap Inc. will hold its Q1 2021 earnings call, which many are expecting to include further details on Yeezy strategy.

“We are excited to welcome Kanye back to the Gap family as a creative visionary, building on the aesthetic and success of his YEEZY brand and together defining a next-level retail partnership,” Mark Breitbard, Global Head of Gap Brand, said in the July 2020 announcement of the brand’s deal with West.

As June fastly approaches, the questions will soon be answered if Yeezy is Gap’s savior and if West’s fans will purchase Gap’s non-collab clothing. Stay tuned for more. 


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