Yeezy Hits Gap’s NYC Flagship, But Will It Bring in New Customers?
The struggling retailer expanded where it sells Yeezy Gap, a tie-up with Kanye West that has generated a lot of buzz in its two years, but not much else.
Gap’s location in New York’s Times Square drew crowds for the debut of in-store Yeezy products.
Photographer: Allison Nicole Smith/BloombergAfter two years of buzz, Gap Inc.’s deal to produce apparel with Kanye West’s Yeezy brand is finally hitting the company’s stores, starting on Thursday with its flagship location in New York’s Times Square.
The in-store debut has been a long time coming. Gap’s 10-year partnership with Kanye West, who now goes by Ye, was initially met with enthusiasm when announced in June 2020 — the stock surged about 20% that day. The collaboration was supposed to push Gap into the luxury apparel space, while also piggybacking off the rapper’s popularity to attract younger shoppers to the struggling retailer.