Today, we get our first glimpse of the hotly anticipated collaboration between Gap and Kanye West. It’s a $200 unisex, electric blue puffer jacket featuring a “YZY” logo on the tag.
Gap has staked a lot on this collaboration, reportedly paying West $1 billion on a 10-year agreement to design collections for men, women, and kids under the YZY label. For Gap, the 51-year-old American brand, which has seen declining sales for years, the partnership represents an opportunity to be relevant again. “I get asked about Yeezy everywhere, all the time,” Mark Breitbard, Gap’s president and CEO, told me recently. “There is so much energy around that, it sort of reinforced the decision to do the partnership with Kanye. That’s why we’re so committed to it and confident that it’s a good move.
With this drop, Gap is also tapping into West’s expertise at generating hype. The product launch came without warning. West chose June 8, his 44th birthday, to launch the piece. Last night, ghostly floating projections of the jacket began appearing on buildings across New York, Los Angeles, and Chicago. Customers can preorder the jacket starting today. Both West and Gap declined to do interviews for this story.