Kanye West creating an 'affordable' Yeezy fashion line with Gap

The partnership is 'full circle' for the rapper, who worked at the high street store as a teen

The struggling Gap brand has inked a deal with the mercurial Kanye West to produce a new line marrying its American clothing classics with the rapper's Yeezy designs. AFP 

Kanye West has partnered with American clothing brand, Gap, for an upcoming collection.

The rapper, who is behind fashion brand, Yeezy, has signed a deal to create Yeezy Gap for the high street store, which will be released in the first half of 2021.

West, 43, announced the creative collaboration on his Twitter, with the hashtag #WESTDAYEVER.

Mark Breitbard, global head of Gap Brand, said of the partnership: "We are excited to welcome Kanye back to the Gap family as a creative visionary, building on the aesthetic and success of his Yeezy brand and together defining a next-level retail partnership."

A statement from the brand announced that the new line will include "modern, elevated basics for men, women and kids at accessible price points."

It seems that collaborating with Gap has been a longtime dream for West, who worked in the store as a teen.

He said in a 2015 New York Magazine interview: "One of my dreams was to be the head creative director of the Gap ... I'd like to be the Steve Jobs of the Gap."

A recovery for Gap?

Gap, which posted hundreds of millions in losses in 2020's first quarter and has flailed in recent years, saw its shares surge upon news of the partnership with one of entertainment's most bankable celebrities.

After gaining as much as 42 per cent, Gap closed on the New York Stock Exchange Friday afternoon at a share price of $12.07, up 18.8 percent.

Additional reporting from AFP 

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