Kanye West’s brand Yeezy has ended its partnership with Gap after nearly two years.
Here’s everything you need to know.
Kanye West Officially Breaks With Gap
Gap Chairman Mark Breitbard confirmed the news in a memo released on Thursday.
He said, ‘We share the vision of providing high-quality, trendy and practical designs for everyone through our unique Omni experience with Yeezy Gap, but the ways we work together to communicate this vision are not aligned.’
‘And we decided to end the partnership,’ he said.
Meanwhile, Kanye West, now known as Ye, shared the news through a video call with CNBC on Thursday afternoon.
He said, ‘It’s always been my dream to bring the best possible products from Gap.’
The 45-year-old rapper continued, ‘I was so upset. I was so upset because I gave everything I had. Put all my best relationships.’
He was referring to a time when his connections persuaded Balenciaga creative director Demna to join the capsule collection.
Nevertheless, Ye said, ‘Everyone knows that I am the leader and I am the king. A king cannot live in someone else’s castle. The king must make his own castle.’
Learn more about Kanye West’s partnership with Gap
Kanye West and Gap’s partnership kicked off in June 2020 with a major publicity campaign. Both have 10-year contracts that could generate more than $1 billion in annual sales.
Still, over the past few months, West has been accusing the brand of excluding herself from the creative process on social media. He also called the Gap for marketing delays.
West’s lawyer, Nicholas Gravante, said the rapper worked hard to solve these problems with the ‘Gap. directly and through counseling.’ But he ‘got no one.’
Nevertheless, on August 16, West’s legal team sent Gap a notice of breach of contract. On August 23rd, Gravante responded by letter, but Gravante said in a statement that “GAP had no choice but to terminate the Yega collaboration contract.”
He went on to say, ‘If the GAP does not materially comply with its contractual obligations, it is costly.’
He added, ‘Now, we will move forward quickly and make up for the lost time’. Yeezy opening a retail store.’