Kanye West has made his long awaited return to Twitter to officially announce an upcoming partnership between YEEZY and Gap. The full collection is titled YEEZY Gap and is set to make its debut in early 2021. Kanye also tweeted a first look at what to expect from the new joint project complete with the caption “#WESTDAYEVER,” while Mowalola Ogunlesi announced her appointment as the project’s design director.
According to a statement issued to The New York Times, the YEEZY design studio under Kanye’s creative direction will produce “modern, elevated basics for men, women and kids at an accessible price point.” The direction from Kanye will also cover how YEEZY Gap is presented in physical locations and the Gap web store.
The partnership is believed to be a 10-year deal, and can be renewed half way through that period. Gap believes that, by then, YEEZY will bring in $1 billion USD in annual sales. The deal will see YEEZY receive royalties and potential equity based on sales performance over the next decade.
Announcing the partnership, Global Head of Gap Brand Mark Breitbard said, “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.”
This announcement marks a long relationship between Kanye and Gap. The rapper and designer worked at Gap in his teens, and once said in an interview that he wanted to be the “Steve Jobs of the Gap” and that he wants “full Hedi Slimane creative control of the Gap.”
YZY GAP BEGINS
MOWALOLA JOINS AS YZY GAP DESIGN DIRECTOR
KSG CARTOON MURAKAMI CUDI
JESUS IS KING FILM ON APPLE JAMES TURRELL
YZY SPLY DOC NICK KNIGHT
FOAM RUNNER RELEASE MADE IN USA
JESUS IS KING DR. DRE VERSION
WASH US IN THE BLOOD VIDEO ARTHUR JAFA#WESTDAYEVER
— ye (@kanyewest) June 26, 2020
West has teased more to come from the #WESTDAYEVER, as seen in the tweet above.
As well as partnering with Gap, YEEZY may also be moving into beauty and skincare.