The US clothing retailer Gap Inc. has high hopes for its collaboration with pop star and designer Kanye West, which started a good two years ago. On Thursday, the project entered the next phase: For the first time, products from the Yeezy Gap line were no longer only available online, but also in stationary retail. Selected pieces from the current “Yeezy Gap Engineered by Balenciaga” collection were sold in the Gap flagship in New York’s Times Square.
The clothing retailer specially redesigned the store in Manhattan to celebrate the premiere. The facility has been reduced to its “essential elements,” said Gap. She embodies the “vision of utilitarian design” that also characterizes the current collaboration between Yeezy Gap and the luxury fashion house Balenciaga.
The campaign in New York, which was accompanied by the launch of its own video game, is only the beginning: the company plans to stock Yeezy Gap in other selected US stores in the future. Otherwise, the first “Yeezy Gap Engineered by Balenciaga” collection, launched at the end of May, is only available in Yeezy Gap and Balenciaga’s own online stores and on the digital platforms of Balenciaga’s distribution partners Farfetch, Mytheresa and Luisaviaroma.