“Let’s go back, back to the Gap” Kanye West raps in his song Spaceship from 2004. Well, it looks about time that we really are going back to the GAP with Kanye leading us all there.

Gap has been on the decline over the last few years as new, trendy and unique retailers have popped up in the e-commerce space (and even more so with the many closures due to the pandemic). But all that is about to change as one of fashion’s biggest icons, Mr. Kanye West, has signed a 10 year deal with Gap to be the face of the new Yeezy Gap line. There will be an option to renew after five years. The release is set to launch the beginning of 2021. It will be focusing on “modern, elevated basics for men, women, and kids at accessible price points.” The day Kanye announced his official collaboration with the retailer, Gap stocks rose as much as 40% earlier that specific day.

In July, West shared a short video (seemingly from his currently-under-construction Wyoming manufacturing plant ) of an early fitting for his collection. Fans took to social to point out not only the clothes but the giant tank rolling behind in the video. 

Mark Breitbard, Global Head of Gap Brand, said in a press release, “We are excited to welcome Kanye back to the Gap family as a creative visionary, building on the aesthetic and success of his Yeezy brand and together defining a next-level retail partnership”. Kim Kardashian West tweeted that the partnership is Kanye’s “dream come true.” The deal includes plans for West’s “design vision” to be utilized in the rollout of “expressions” in Gap stores and digital channels. No sneak peeks of items have been released yet. Still, Kanye’s future includes being able to refocus on simplicity and essentials, which Gap has been long known for.

Before the clothing line has even launched, more recent gossip has surrounded the fact that Kanye has threatened to withhold the line itself until GAP promises him a board of directors seat. He posted this thread on Twitter where similar circumstances of him only wearing Nikes until he’s on the Adidas board have also been tweeted. This threat negatively affected Gap’s stocks, which could be telling off the risky but possibly profitable journey ahead.