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It’s been a tumultuous time for the Gap but after many setbacks, the Yeezy x GAP collaboration finally has a release date set for late June 2021.

The Gap brand has been struggling hard for the last couple of years. It’s mostly due to an identity crisis within the brand. What is the Gap anymore? Do you buy basics there? Is it streetwear? Even before the pandemic hit retailers hard, Gap had closed over 100 North American stores now that number is up to 255 stores due to the pandemic. In June 2020, in order to forge a new identity and hopefully restore their sales, Gap enlisted the help of superstar, Kanye West.

The new clothing line Yeezy Gap was supposed to be introduced in the first half of 2021, likely around March, but that date came and went with nothing. We had little information as to what was going on, but people began to speculate that the deal was falling through due to West’s personal life. West was/is going through a divorce with Kim Kardashian, and many speculated that this was the reason the line was delayed or even cancelled.

Now we know that it was all a bunch of crap because the line is officially dropping in June 2021 and people are extremely hyped. Given the tremendous success of West’s collaboration with Adidas and the YEEZY line of shoes, it stands to reason that this move may actually help Gap survive into the future.

The retailer, according to Bloomberg, hopes to make US$150 million from the new line in its first year alone. Bloombergalso reported that this 10-year Yeezy Gap deal could be worth nearly US$1 billion. Not exactly chump change. This would take some of the financial pressure off of Gap and in the long-term would likely help create a sense of brand awareness and loyalty. The Gap won’t be the retail equivalent of white bread anymore.

If you’re thinking that this seems like a strange collaboration, it’s actually been something West has wanted to do for years. In 2015, West told Vogue,

“One of my dreams was to be the head creative director of the Gap. I’d like to be the Steve Jobs of the Gap… I’m not talking about a capsule. I’m talking about full… creative control of the Gap is what I would like to do.”

Gap must be thanking their lucky stars that West is so enthusiastic about this collaboration. While the rest of us consumers have to wait, I’m sure that the new line will be quite fashionable in the way that all Kanye West designed clothing tends to be. Like a trendy homeless person.

It seems everyone involved has a large amount of confidence in this collaboration’s success. I can’t see why not, but come June watch me have to eat those words.

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