Starting today, the Yeezy Gap collaboration is going a step further with a takeover of the Times Square store.
This is the first time that Yeezy Gap products like t-shirts, hoodies, cargo pants, hats, and more will be available for purchase in person. Previously, the Ye + Gap collab was only available for pre-order at the YEEZYGAP.com website. A selection of pieces Ye created with input from Balenciaga Creative Director Demna is also available.
The Yeezy Gap Times Square takeover features a new look, but these products will be available in Gap stores across the United States ‘soon.’
“Gap’s Times Square flagship store has been re-engineered and distilled to its most essential form in Yeezy Gap Engineered By Balenciaga’s vision of utilitarian design,” the press release says about the new storefront. There are no clothing racks, signage, shelving, or even hangers in the space.
Yeezy and Gap also made the announcement at a new Yeezy Instagram account, a first for the brand. It features a new ad spot directed by Thyago Sainte, who previously photographed Ye’s Donda 2 live stream presentation and Balenciaga’s 2022 fall runway show. The short ad features a wordless retail transaction between two hooded, masked figures dressed like Ye and Demna inside a dark room.
Ye and Demna have become frequent collaborators over the last few years. But this pop-up promotion of his product in Gap stores has been a long time coming. Last week, the rapper shared an image of Gap Inc. Chairman Bob Martin.
“I came to Gap to put good product directly in stores,” he wrote at the time. “We’ve had 2 of the biggest sales days in Gap history since I’ve been there. We sold 14 million dollars worth of the perfect black hoodie at $80 a hoodie off of a television commercial that was ran one time. I came to Gap to bring good quality products to the people at all times.”
The Times Square Yeezy Gap pop-up store opened at 10 am EST in Manhattan. The collection is also available to purchase on the Gap and Balenciaga web stores for the rest of the world.