by Stephen Garner

Gap has tapped Kayne West to try and drum up business. The rapper turned fashion designer is bringing his Yeezy label to the clothing chain through a new partnership deal.

This partnership brings the relationship between West and Gap full circle, as West worked in a Gap store as a teen growing up in Chicago. This new partnership will introduce both the Gap and Yeezy brands to new audiences. Under terms of the partnership, Gap and Yeezy benefit as the business grows, with Yeezy receiving royalties and potential equity related to sales achievement.

With West’s creative direction, the Yeezy design studio will develop the new line to deliver modern basics for men, women, and kids at accessible price points, with the creative process just getting underway. Additionally, West’s design vision will extend to unique Yeezy Gap expressions in Gap stores and digital channels over time.

“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,” said Mark Breitbard, global head of the Gap brand.

The new Yeezy Gap line is expected to appear in Gap stores and Gap.com in 2021.