Earlier this morning, Gap officially announced a historic partnership with Yeezy (the aptly named "Yeezy Gap" line) set to debut in stores and online in the beginning of 2021. The recently inked deal—which will include men's, women's, and children's clothing (but not footwear)—marks the culmination of Kanye West's decades-long effort to be taken seriously as a power player in the mass-market apparel space, and is a poignant full circle moment for an artist that famously worked a gig at his local Gap as a teen growing up in Chicago.
Over the years, West has made his admiration for the American chain extremely clear, shouting out the retailer in songs and interviews alike. And for the ailing mall mainstay, the partnership couldn't come at a more opportune moment. West's brand has never been bigger and Gap, suffering from a perfect storm of pandemic-related factors and longstanding issues related to the retail industry's recent woes, has never needed the clout he commands more.
Regardless of how you're interpreting the tie-up, the internet sure has some feelings about it. Reactions range from the tentatively enthusiastic to the decidedly scathing (and encompass seemingly every emotion in between), so no matter where you fall on the scale you're sure to relate.
As you continue to process the news and debate whether you'll be copping next year, we've rounded up some of the best takes we're seeing on the subject for your viewing pleasure.
Happy Friday, folks.
me after leaving the Gap store with 30 different shades of tan Yeezy hoodies pic.twitter.com/mZyxVsGM2M— Scarface (@HasebWest) June 26, 2020
From @kanyewest 's song "Spaceship" (2004):— Hunter Keegan (@HHKeegan) June 26, 2020
"Let's go back, back to the Gap
Look at my check—wasn't no scratch."
"...Y'all don't know my struggle
Y'all can't match my hustle."
FUCK YEAH KANYE!!! Full circle! Poetic justice. #YEEZY $$. Hard work pays off.
Me heading to GAP to cop the new Yeezy collab even though I’ve never gone in there before pic.twitter.com/5H5aVfZ25i— airhawk (@_airhawkeye) June 26, 2020
god level shit. said he was gonna make yeezy a billion dollar company, people laughed but he did it. said he was gonna break through fashion, people laughed, but he did it. said he was gonna be the steve jobs of gap, people laughed, but he did it.— - (@kingteth) June 26, 2020
he told us what he is, a god. https://t.co/I1FfixIg4C pic.twitter.com/84l61NZwjS
Gap has been struggling for quite some time. The styles have been bland & extremely basic. Everything I’ve seen from Yeezy is ugly. I anticipate a collection of basic ugly clothes. pic.twitter.com/bv3mTFI0sp— Kimberly (@KimberlyetCie) June 26, 2020
I welcome gap into the group of retail workers who will now receive abuse from sneaker heads because their website will now get botted for ugly $220 yeezy branded garbage. https://t.co/DEjmMhWaHR— sue our shoe (@rancidatari) June 26, 2020
When everyone can get one, no one will want one.— Matt Powell (@NPDMattPowell) June 26, 2020
The Happily Absurd:
me and the boys pulling up to gap now that they got yeezy pic.twitter.com/q1pAw6ATcR— omer (@lilomrvert) June 26, 2020
Hypebeasts 10 mins after YZY GAP announcement pic.twitter.com/4NrBwDbPhN— henrylmcnamara (@henrylmcnamara) June 26, 2020
Me and the boys decked out in Yeezy X GAP leaving the premier of JOKER 2 pic.twitter.com/MqfqyaXWhw— Jorge (@Loborama) June 26, 2020
The Bottom Line:
🇺🇸 Gap stock soars after Kanye West touts collaboration with his brand https://t.co/qPwJS1UeDN— Neil Saunders (@NeilRetail) June 26, 2020
Gap surges 35% after striking 10-year deal with Kanye West and Yeezy https://t.co/NuPkntthul— Business Insider (@businessinsider) June 26, 2020
Gap shares jumped 42% after announcing a deal with Kanye West to carry the Yeezy line https://t.co/lWWPe5dfBE— Bloomberg (@business) June 26, 2020
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