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Kanye West Used to Work At GAP, Now He's Partnering With Them

Gettyimages | Brad Barket
By Gary Trock

Kanye West has fulfilled one of his lifelong goals by hashing out a deal with GAP to sell his popular Yeezy clothing line in their retail stores. The controversial rapper and fashion designer has spoken about his dreams for a partnership with GAP, who he worked for as a teen in Chicago ... and now he's made it a reality.

The announcement that Ye would be joining the struggling fashion giant was made Friday morning in a joint announcement by GAP and West.

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"Kanye West, a multi-industry creative entrepreneur, is poised to disrupt retail by bringing his YEEZY brand to millions of customers around the world through a partnership announced today with the iconic and globally recognized Gap brand. The YEEZY Gap line is expected to appear in Gap stores and Gap.com in 2021," the press release read.

It also addressed West's history with GAP and how the partnership has been a long time coming for the superstar.

"This partnership brings the relationship between West and Gap full circle, as Kanye worked in a Gap store as a teen growing up in Chicago."

Combining 'Cultural Force'

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Per the terms of the 10-year deal, West won't just be taking a celebrity-driven backseat to his deal, he will be actively involved in the design and vision of the products.

"Under West’s creative direction, the YEEZY design studio will develop the new line to deliver modern, elevated basics for men, women and kids at accessible price points, with the creative process just getting underway. Additionally, West’s design vision will extend to unique YEEZY Gap expressions in Gap stores and digital channels over time," the retailer explained.

Already Making An Impact

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As for the financial details of West's deal with GAP, the company noted that:

"Under terms of the partnership, Gap and YEEZY benefit as the business grows, with YEEZY receiving royalties and potential equity related to sales achievement."

GAP also explained that they will maintain full ownership of their own brand, and West keeps ownership of his Yeezy brand:

"Kanye West maintains sole ownership of the YEEZY brand and was recently valued at $2.9 billion USD in April 2020, and Gap Inc. maintains sole ownership of Gap brand. This new apparel partnership furthers the size and scope of the YEEZY business, building on the ground-breaking success of YEEZY footwear."

However, the Kanye effect has already been put in place for GAP, who saw their dwindling stock prices rise over 16% before the market even opened on Friday due to the big news.

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