Kanye West has been busy since the announcement of his long-term partnership with the Gap last summer. The rapper-designer ran a turbulent presidential campaign that never got much liftoff, fully relocated from Calabasas to his ranch in Wyoming, and is going through a divorce from wife Kim Kardashian. In spite of all this, that upcoming Gap collection—the first drop of which is slated to drop in the next few months—is miraculously right on track.
Unlike the TMZ-bait bits of his personal life, news around Kanye’s Gap collection have been parceled out in more discrete packages. The biggest developments are tucked away in calls with investors, or hidden in internal (but recently leaked) documents. While each slice of news feels small, cobble it all together and a pretty full picture of the upcoming collaboration emerges. Here’s everything we know about Kanye’s collection with the Gap right now.
What does it look like?
If you’ve followed any of Kanye’s fashion projects, you’ll have a pretty good idea of what the Yeezy x Gap collection looks like. If early leaked images are indeed accurate, the clothes look a lot like previous Yeezy collections—which themselves are made up of items that Kanye’s been wearing for years now. Think comfortable and boxy basics like hoodies in dusty neutral colors, or that royal blue shade he’s clearly smitten with (and wore in his GQ cover story). Like the style Kanye’s been wearing himself, the hoodies appear to be made without kangaroo pockets.
However, the very first image Kanye released previewing the collection shows off more than just hoodies. Puffer jackets, bags, and—because this is still the Gap, even khakis—appear to be on deck in colors slightly brighter than the typical Yeezy fare.
Kanye sticking with the designs he’s been pushing the better part of a decade makes a lot of sense for this collaboration. Those who complained about West’s early Yeezy collections were almost always irked more by the prices than they were the actual styles. Working with the Gap gives Kanye access to the huge platform he’s always dreamed of, along with an apparatus that should allow him to release his designs at mall-brand prices. This is the endgame for Kanye’s stated goal of dressing the entire world: he’s always trafficked in items—hoodies, tees, and sweats—anyone can wear, but now he’ll be stocked at a global chain, presumably at prices most can afford.
When can I get it?
Unlike the Yeezy x Adidas collaboration, which seemed to take years to come together, Kanye’s collection with the Gap is said to be coming “toward the latter part of the first half of the year,” according to Bloomberg. That’s…any month now!
Kanye can be, uh, flaky. Does that timeline sound legit?
All signs point to yes. Despite the fact that Kanye threatened to not release anything until he was put on Gap’s executive board, there’s optimism he’s backed down from that hostage situation. On a call with investors in early March, Gap CEO Sonia Snygal said that she “spoke to Yeezy last night and he’s very, very focused on this incredible opportunity.”
The CEO of Gap calls Kanye “Yeezy”?
Call him by his name and he’ll…also call himself by it.
Is Kanye still a major force in fashion?
According to the sales numbers, absolutely. A new report from Bloomberg Wednesday revealed that the Gap anticipates this collection to be worth nearly one billion dollars.
That’s super-villain ransom money!
Correct. But private documents from the financial institution UBS Group show that the estimate is actually in line with Kanye’s other major partnerships. The rapper-designer’s collaboration with Adidas is valued at nearly $3.2 to $4.7 billion. What makes that figure all the more head-spinning is that Gap’s total revenue in 2019 was $4.67 billion—meaning this collaboration could make as much as a fourth of Gap’s current overall revenue. (2020 revenue was closer to $3.39 billion, but that number was depressed by the pandemic.)
That figure isn’t as unrealistic as it sounds, according to Matthew DeGulis, an analyst who covers Gap for KeyBanc Capital Markets. “That does seem right. I do think it’s a big opportunity,” DeGulis says. DeGulis notes that while the collection won’t hit that number out of the gates, he sees it as a realistic goal for three to five years into the collaboration. By then, Kanye will barely be halfway done with his 10-year deal.