Yeezy Gap Brings a Dystopian Retail Experience to Stores
Clothes from the collaboration between Gap and Ye (formerly Kanye West) went on sale in a physical Gap store for the first time today, in a blacked out space where clothes were piled into plastic bags.
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.
Aviator Nation’s pricey sweatpants and cashmeres had a cult following before they were swept up in the “dopamine dressing” phenomenon. Now, founder Paige Mycoskie – still the brand’s only shareholder – is ready to see just how big her vision for California surfer cool can get.