As Yeezy unleashes clothes from its second collaboration with the Gap, experts ask whether the unlikely link-up could work
The Gap has released the second item from its collaboration with Kanye West’s Yeezy label. A black puffer called a “go round” jacket, which the rapper wore at the Balenciaga couture show, follows the electric blue puffer jacket which went on sale in June.
Insiders are hoping that the collaboration will reverse the fortunes of the retail giant and the signs are positive. The home of khaki lost $62m (£45m) in the third quarter of last year, according to Women’s Wear Daily, and confirmed plans to close all 81 of its physical stores in the UK and Ireland. But after news of West’s collaboration with the firm, which was announced in June 2020, Gap’s share price surged by as much as 40%, according to CNBC, adding $700m in value to the brand. Last week, the financial services company Wells Fargo told CNBC that the collaboration could net the company $1bn in its first year of sales.
The Yeezy X Gap will sell menswear, womenswear and kidswear but it is West’s hoodies that insiders believe will be the jewel in the crown of the collaboration.
from Fashion | The Guardian https://ift.tt/3i8ZnlZ
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