The Washington Post

Gap debuts Yeezy brand in its stores

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After two years of buzz, Gap’s deal to produce apparel with Kanye West’s Yeezy brand is finally hitting the company’s stores, starting on Thursday with its flagship location in New York’s Times Square.

The in-store debut has been a long time coming. Gap’s 10-year partnershi­p with Kanye West, who now goes by Ye, was initially met with enthusiasm when announced in June 2020 — the stock surged about 20 percent that day. The collaborat­ion was supposed to push Gap into the luxury apparel space, while also piggybacki­ng off the rapper’s popularity to attract younger shoppers to the retailer.

But Gap executives grew increasing­ly silent on the Yeezy partnershi­p, which has courted controvers­y. Product drops became few and far between and sold only online. So far, the tie-up hasn’t meaningful­ly helped the underperfo­rming Gap brand. Earlier this month, the company, which also owns Old Navy and Athleta, fired Chief Executive Officer Sonia Syngal amid a sinking stock price and swelling inventory levels.

The Times Square event promoted a product line, which included T-shirts for $140, that was already available online and is also a collaborat­ion with luxury brand Balenciaga. More Gap locations will start carrying products soon, Gap said.

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