The Gap brand, which has flailed in recent years as it struggled with an identity crisis, has a new idea for how to revive its fortunes: Kanye West. The retailer is partnering with Mr. West and Yeezy, his fashion company, for a new clothing line called Yeezy Gap that will be introduced in the first half of 2021, the companies said on Friday. Gap is making a far bigger bet on Yeezy and Mr. West, a celebrity, creative entrepreneur, rapper and designer, than a typical designer collaboration. At the five-year point, Gap is hoping that Yeezy Gap will be generating $1 billion in annual sales. Gap did not respond to a request for comment on the terms of the deal.

Source: New York Times June 26, 2020 12:35 UTC