Fashion

Kanye West’s Latest Pitch to Gap Includes Fashion Shows, $20 Tees


“This is Sparta,” Ye said at the jump. Whatever the occasion, Ye, with a tone that alternates between harsh and sublime, is like a midfielder taking his team to glory, using it to map out a vision for a fashion project. populist, his big.

Ye’s dream of democratizing fashion, which he’s pursued for nearly a decade, seems more solid than ever. As he says at the beginning of the video, the video has been edited to stitch together several monologues, “This is not celebrity marketing, this is not a collaboration, this is a life mission.” .” Then Ye made an elevator pitch. The goal, he suggests, is to create clothes that “can get Old Navy prices down when cut.” By the cut, Ye probably means the thin, veiled aesthetic of the Yeezy Gap. Then he was more clear: “How do we get [this T-shirt]… Up to 20 dollars? How do we go Costco, how do we go Old Navy prices? “

He goes on to suggest that, to get there, he’ll need to do something a little more radical than taking retail clothing off the shelves: “We do TV commercials. , we open those stores and we look at the stores and we go through those racks and look at the product, anything, and put other shit in the door. And put Ye’s fucking death in front. This, naturally, caused some nervous laughter from Gap executives. “In all Gap stores,” Ye continued. “And let’s go to the JCPenney store while we’re at it!” (JCPenney, unlike Old Navy, is not owned by Gap.)

During the course of the video, Ye cites his banking ability when it comes to moving products — his unique ability to bring “energy” to a brand. He claims to have sold $7 million in merchandise when he perform Donda at Atlanta’s Mercedes-Benz Stadium last summer. (“And here we are limited to 50,000 seats — maybe we can go up to 70,000,” he added.) Ye went on to say that he sent three million emails from Adidas, possibly. refers to the Adidas Yeezy mailing list. And, echoing an earlier Instagram statement aimed at Martin, Ye said they sold 14 million Yeezy Gap hoodie Hoodieat $80, after running “Life of the Party” – checked Advertisement for garments in May. (Earlier, Ye said it sold $14 million worth of hoodies, not 14 million.)

There’s something for everyone in the video. Fashion aficionados can read Ye’s frustration that he didn’t like the unexpected collaboration between Adidas and Balenciaga, his two main collaborators outside of Gap, until it was unveiled at the show. Balenciaga performance in May: “I’m sitting next to Anna Wintour and [Balenciaga CEO] Cedric [Charbit] watched an Adidas collaboration that I knew nothing about. Is crazy! ” Financial analysts could read his threat to turn against Gap: “You have to really give me the position to Ye and do what I’m thinking, or I’ll have to do what I’m thinking somewhere else. Ye superfans can read his grief that Yeezy Gap has yet to hold a fashion show: “We’ve never held a fashion show. It’s crazy!” And any anyone can imagine what Ye’s seemingly secret trips to factories must be like: “I was there in factories with no heat. I had no security, no heat, no heat. gold watch, no chain, study, how do we get this to high schools?”

Ye ended her talk on an inspirational note, and the executives, whose moods seemed to shift between worry, surprise, and anxiety, seemed to relax. “This is our football team,” Ye said, before comparing herself to Tom Brady. The video then cuts to the group clapping for what they may have assumed was a performance — only Ye is Ye. But Ye seems to be dead serious. “Don’t clap!” he said, raising his voice and raising his hand. “You will give me your place” —probably, the position to Ye and do what he’s thinking, as he says – “or I’ll quit.”

The Gap team may not know exactly what their Tom Brady should do, but Ye knows exactly what he wants. In a later deleted post, Ye encouraged his followers to help him open Yeezy stores around the world — independently. “Ima shows you,” he wrote, “how to use social media.”



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