Starting today, the Yeezy Gap collaboration goes even further with the takeover of the Times Square store.
This is the first time that Yeezy Gap products such as t-shirts, hoodies, cargo pants, hats, etc. will be available for purchase in person. Previously, the Ye + Gap collaboration was only available for pre-order at YEEZYGAP.com. A selection of pieces created by Ye with input from Balenciaga’s creative director, Demna, is also available.
The Yeezy Gap Times Square takeover features a new look, but these products will soon be available at Gap stores across the United States.
“The Gap flagship store in Times Square has been redesigned and distilled into its most essential form in Yeezy Gap Engineered By Balenciaga’s utilitarian design vision,” reads the press release about the new storefront. There are no clothes racks, signage, shelves, or even hangers in the space.
Yeezy and Gap also made the announcement on a new Yeezy Instagram account, a first for the brand. It features a new commercial directed by Thyago Sainte, who previously photographed Ye’s 2 Balenciaga Fall 2022 live presentation and runway show. The short ad features a wordless retail transaction between two masked and hooded figures dressed as Ye and Demna in a darkened room.
Ye and Demna have become frequent collaborators over the past few years. But this ephemeral promotion of his product in Gap stores was slow in coming. Last week, the rapper shared an image of Gap Inc. President Bob Martin.
“I came to Gap to put good product directly in store,” he wrote at the time. “We had 2 of the biggest selling days in Gap history since I’ve been there. We sold $14 million for the perfect black hoodie for $80 for the hoodie from a TV ad that aired once. I came to Gap to bring good quality products to people all the time.
The Yeezy Gap pop-up store in Times Square opened at 10 a.m. EST in Manhattan. The collection is also available for purchase on Gap and Balenciaga online stores for the rest of the world.