Will Kanye Save GAP?

Even though we buy a lot of clothes but we don't really need em were still curious about Kanye West's GAP collab. The former GAP highschool employee announced his collaboration with the mall giant, (the same company as Old Navy and Banana Republic) on June 26th and although this may come to a shock for some, Kanye has had this in the works for a while. In an interview with the Cut from 2015, he said "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 want] full Hedi Slimane creative control of the Gap."

Now, the question that is on everybody's mind is what does this mean for Gap? Its no secret that the Gap brand has been struggling for the past few years, laying off thousands of employees recently. Similar brands have been in the same spiral as the Gap like J. Crew and Forever 21 due to COVID 19, but Gap pulled a surprising move instead of the oh-so-common bankruptcy declaration. Coincidentally, Adidas was not doing too hot before their Yeezy drop either, but since Adidas joined forces with the rapper their brand has been on a steady incline in stock prices, experiencing a nearly 4 billion dollar increase in revenue.

This collaboration is exciting not only for GAP but for Kanye too, the rapper's notorious Yeezy brand was initially contracted to do a line with Nike before he switched to the Three Stripes because of Nike's strict rules on endorsements and royalties, and Adidas offered him the freedom he was looking for. Keep this in mind, the Adidas deal was basically strictly footwear. And we know Kanye, he doesn't do too well with his free will being restricted. The Yeezy Gap deal allows space throughout the whole fashion landscape, sure he can continue to bring Yeezy sneakers to the masses but now we will be reintroduced to classic Kanye fashion staples. Like the bike shorts he dressed Kim in, the now street wearable basic neutral oversized sweats and last years clear heels, but make it affordable and by an Annie Annes.

Stay tuned as Gap has already experienced a 39% increase in its stock since Kanye's Twitter announcement on Friday. Since Kanye worked on the gap floor in highschool it seems as though he has had more than enough experience with the brand. He knows it inside and out and now he is their lifeline. Manifestation and hard work in action baby.

Meet at the Gap?