Kanye West’s Yeezy Gap new clothing line are being displayed in giant trash bags inside stores.
Innovative public relations plot or an ill-thought marketing plan? Whichever it is, West is defending the displays.
In 2020. The Gap brand inked a deal with Ye for a new clothing line called Yeezy Gap. The deal was for 10 years, with the option to renew after five years, The New York Times reported. By year five, Gap expected Yeezy Gap to generate $1 billion in annual sales. Wells Fargo estimated that the line could bring in nearly $1 billion in incremental sales this year.
West has had a proven track record with retail good. In 2020, the sneaker collaboration between Yeezy and Adidas brought in nearly $1.7 billion in revenue, according to Bloomberg.
Despite his selling power, many are questioning West’s Yeezy Gap displays. Instead of putting the latest Yeezy x Gap collection on hangers and in T-shirt plinths, the clothes seem to be in giant trash bags.
During an interview with Fox News, when asked about the displays, West answered, “Look, man, I’m an innovator, and I’m not here to sit up and apologize for my ideas. That’s exactly what the media tries to do, make us apologize for any idea that doesn’t fall under exactly what they want us to think.”
He also pointed out that the big black bags were not trash bags but rather “large construction bags.” He explained he wanted customers to have an “informal” experience.
Items range in price from $120 to $440.
“This is not a joke. This is not a game. This is not some celebrity collaboration. This is my life,” Kanye said. “I’m fighting for a position to be able to change clothing and bring the best design to the people.”
Yeezy Gap was been in the middle of controversy before. In 2020, Yeezy debuted two new sneaker products titled “Israfil” and “Asriel” — the names of Islamic angels in the Muslim faith. There was a petition to boycott the shoes with over 2,000 signatures circulated online.
West, however, seems to living his good life.
West, who worked at a Gap in his teens, said in a 2015 interview that he would “like to be the Steve Jobs of the Gap,” referring to Apple creator and innovator Jobs.