Kanye West and Gap have terminated their partnership. The brand they worked on, Yeezy Gap, was launched to be a disruptive, highly creative endeavor — one that aimed at attracting new, younger and more diverse customers. While they shared a vision of bringing high-quality, trend-forward, utilitarian design to all people through unique omni experiences with Yeezy Gap, how they worked together to deliver this vision was not aligned.
However West will now promptly move forward to make up for lost time by opening Yeezy retail stores. He says Gap has abandoned its contractual obligations under the strategic agreement and failed for over two years to sell a single product in a single Gap store, including any of its 500plus stores in North America, and failed to open a single dedicated store anywhere in the world.Specifically, he argues that the company has failed to sell Yeezy products in Gap’s stores or open dedicated stores to the line. The deal was signed after the start of the pandemic.
The real question now is what it may cost West to walk away, either in terms of legal fees or a possible settlement with Gap, and what the separation will mean for the value of Gap.