US fashion retailer GAP has formed a 10-year partnership deal with rap mogul Kanye West and his fashion company Yeezy to release a fashion line called “Yeezy GAP”. Mr West will act as Creative Director, producing “modern, elevated basics for men, women and kids at accessible prices”. Yeezy GAP will be available to purchase in-store and online in the first half of 2021.

In recent years, the GAP company, which also includes Banana Republic and Old Navy has undergone a significant decline in sales revenue which unfortunately resulted in the closure of more than 100 North American stores. However, its newfound partnership with Yeezy will enable the business to thrive and recuperate its prosperity by expanding its audience: thanks to Mr West. GAP estimates that the joint venture will generate $1 billion in annual sales when it reaches the five-year mark.

In 2013, Mr West collaborated with German sports brand Adidas where they formed “Adidas Yeezy” which produced limited-edition sneakers using their state of the art technology: Boost. The Yeezy Boost range retails from £180 upwards, but, the market resell value can sometimes be higher depending on the exclusivity of the shoe. In April, Mr West’s clothing brand was valued at a staggering $2.9 billion.

In recent news, Kanye West revealed his brand new single on Tuesday titled ” Wash Us in the Blood” which features Travis Scott. The single was accompanied by a music video that highlights clips of Ahmaud Arbery, Breonna Taylor, and footage of the nationwide protests that recently took place.