Words by Andre Kettle
Life has come full circle for Kanye West.
The “Follow God” rapper took to social media to confirm his collaboration between his Yeezy brand apparel and Gap in a surprise social media return on Friday.
The partnership between these two may have seemed to be an unlikely one for some people. But those in the industry that have followed the 43-year-old since the beginning of music career, know that Kanye West used to work for Gap in his teen years. He referenced the company on his debut album College Dropout. On his 2004 album his song “Spaceship,” he referenced the company on his time working there before ultimately leaving the company to follow his dreams in music.
Early Friday, West posted to his twitter using the hashtag #WESTDAYEVER – sharing a photo in what is assumed to be the YZY x GAP apparel.
Shortly after the photo tease, he had officially confirmed the deal with GAP:
“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 a Vogue statement.
The companies agreed to a 10-year deal starting this month, with the option to renew after five years, according to the New York Times. Gap will pay royalties and potential equity to Yeezy – of which West is the sole owner – based on sales performance, the companies stated.
The Yeezy Gap line will consist of men, women, and kids’ pieces “at accessible price points” and is expected to launch in 2021. Gap is looking forward to bringing in $1 billion in annual sales by the five-year mark.
