Kanye West is focused on developing his apparel line for Gap Inc., according to the chief executive officer Sonia Syngal, as reported by Bof. 

“I spoke to Yeezy last night and he’s very, very focused on this incredible opportunity,” Syngal said Thursday in a call with analysts.

Gap and West announced the partnership in 2020, which will be known as ‘Yeey Gap’. They have been designing apparels in Wyoming, where the rapper owns a ranch. The deal is for 10 years and includes apparel for men, women and kids. It does not include footwear, since the Yeezy brand is in a long-term deal with Adidas.

The partnership with Yeezy will bring in exposure and mass distribution to a broader market. Meanwhile, for Gap, Yeezy provides a “cool” factor to the company and help the brand create the hype it has struggled with gaining in recent years. Gap saw a flat 2020 fourth quarter while sales amongst its sister brands, Athleta and Old Navy continued to rise.

Last year, the rapper revealed behind the scenes of the upcoming collection which is set to launch this year. He posted a video on Twitter where we can see orange and pink tie-dye pieces scattered across the floor, along with the greys, whites and tans for which West’s high-fashion Yeezy label is famous. We can spot a model being fitted into a pair of baggy shiny black pants. The brand seems to have a strong influence on tie-dye along with streetwear aesthetics.

After this revelation, West gave another sneak peek of his upcoming collection with Gap and other unreleased footwear. He sent out numerous tweets offering a look at his eyewear plans and unreleased footwear. The tweets were images of behind the scenes of the Yeezy Gap kids collection that focuses on bright colours and camouflage. He also shared unreleased Yeezy footwear designs.

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