Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Kanye West Moves to End His Deal With Gap

If the partnership falls apart, it would be an early and startling end to what was supposed to be a 10-year deal with billion-dollar ambitions.
A billboard of a figure dressed in all black with his face covered in a black mask sits poised above the Gap logo at its Times Square store.
Yeezy Gap Engineered by Balenciaga at Times Square in New York. (Gap)

Lawyers for Ye (formerly Kanye West) have sent a letter to Gap saying West is ending his partnership with the apparel chain, the Wall Street Journal reported.

In the letter, West reportedly accused Gap of breaching its commitment by not releasing apparel from the collaboration and failing to open retail stores. It stated that 40 percent of the Yeezy Gap collection was required to have begun selling in physical stores in the second half of 2021. It also claimed Gap was supposed to have opened up to five stores focused on Yeezy Gap products by July 2023, though it hasn’t opened any to date.

West has recently taken to social media to air his grievances against Gap and Adidas, claiming both companies have copied his designs and haven’t kept promises made to the rapper.

If the partnership falls apart, it would be an early and startling end to what was supposed to be a 10-year deal with billion-dollar ambitions. The companies only joined forces in 2020, but after the initial announcement, the collaboration was slow to release clothing, launching only two items — a puffer jacket and a hoodie, both online exclusives — before Balenciaga joined the mix earlier this year.

ADVERTISEMENT

The Yeezy Gap Engineered by Balenciaga collection has been more widely available, with Gap even rolling it out to retail stores. But the clothes and their presence in Gap’s physical spaces have felt jarringly disconnected from the brand’s core identity and clothing.

Those items will not be affected by any change in the agreement between Yeezy and Gap, according to the Journal. Gap can continue selling existing Yeezy Gap items and products from the Balenciaga collaboration.

It’s still unclear what ability West has to terminate the arrangement, but any outcome at this point could put further strain on Gap.

”Kanye’s decision to terminate his partnership with Gap will come as a blow to the brand, which had pinned its hopes on Kanye’s magic to help revitalise interest in its ailing business,” said Neil Saunders, managing director of research firm GlobalData, in an emailed statement. “It is also an embarrassment for Gap which announced the deal with the iconic artist with much fanfare.”

Further Reading

The Ye and Adidas Conflict, Explained

The sportswear giant caught lightning in a bottle with its Yeezy partnership, but the artist’s accusations against the company have turned the deal sour.

Yeezy Gives Gap Its First Hit With Hypebeasts

Yeezy x Gap hoodies have quickly become the most traded streetwear items on StockX and are fetching premiums like those seen on Yeezy sneakers. But whether Yeezy can boost Gap overall is another question.

About the author
Marc Bain
Marc Bain

Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.

In This Article
Topics
Organisations

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

Op-Ed | How Long Can Adidas Surf the ‘Terrace’ Trend?

As a push to maximise sales of its popular Samba model starts to weigh on its desirability, the German sportswear giant is betting on other retro sneaker styles to tap surging demand for the 1980s ‘Terrace’ look. But fashion cycles come and go, cautions Andrea Felsted.


How Rent the Runway Came Back From the Brink

The rental platform saw its stock soar last week after predicting it would hit a key profitability metric this year. A new marketing push and more robust inventory are the key to unlocking elusive growth, CEO Jenn Hyman tells BoF.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The Business of Beauty Global Awards - Deadline 30 April 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
The Business of Beauty Global Awards - Deadline 30 April 2024