Kanye West is going back to his roots after striking a 10-year partnership deal with mass American retailer Gap to launch a huge fashion collaboration with his own brand Yeezy.
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To those who have not followed Kanye closely through the years, the collaboration with Gap doesn’t come as a surprise; in fact, Kanye had spent his childhood working in a Gap store in Chicago in the 90s and even once admitted to now-defunct luxury e-commerce site Style.com that he’d “like to be the Steve Jobs of the Gap” according to an article on The Editorialist.
Of course, it’s still enough to raise eyebrows considering the apparent difference in aesthetic of the two brands—Gap is colorful and peppy, while Yeezy is muted and minimalist. What would a collaboration mean for the look of Kanye’s recognizable style? If this Instagram teaser is any indication, it seems that Yeezy is finally going full rainbow—though we’ve yet to find out for sure. What we can be certain of, however, is that we’ll be getting “modern, elevated basics for men, women, and kids at accessible price points.”
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The future collection will be made available online and at physical stores, one of which will be a branch located in Chicago—apparently the same store Kanye himself used to shop at—which is currently encased in tarpaulins showcasing the Yeezy x Gap logo and a personal letter written by Kanye himself.
“Thank God. Hi Chicago, it’s Ye. This is the Gap store I used to shop at when I would drive my Nissan from the Southside. So blessed. I thank God and I am so humbled at the opportunity to serve. I put my heart into the color palette and every detail. I love Tron the original. Do you like stuff? I don’t know what to do with my hands. Love Yeezy,” it read.
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The collaboration is set for release in 2021.
Are you looking forward to it?
(ALSO READ: Kanye West announces plan to change his name and run for president in 2024)
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