Kanye West breaks with GAP and opens his own fashion stores

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The rapper from the United States, Kanye West, communicated to the GAP brand that he is leaving the contract unilaterally and that he has plans to start a plan to open own fashion stores.

“GAP left Ye (Kanye West’s new legal name) no choice but to abruptly terminate collaboration agreements signed for what we believe to have been material apparel brand violations,” the letter, which is signed by GAP, reads. West’s attorney, Nicholas Gravante.

The singer, who is also a producer and fashion designer, had signed a highly publicized contract with GAP in 2020. The idea is to merge classic GAP clothing with Yeezy designs by Ye.

In an interview with the US news network CNBC, Ye said he was “frustrated” that GAP did not do what he expected to “align the two businesses”.

According to the rapper, the brand did not comply with the agreement that involved bringing the designs to GAP stores and selling them online with expected revenues of $1 billion per year.

“Ye is now going to move quickly to take advantage of the months lost by opening physical Yeezy stores,” West said, referring – in the third person – to himself.

He added: “Everyone in the world knows that I am the leader, I am the king. And a king cannot live in another’s castle. A king has to build his own castles.”

GAP: “We couldn’t work together with Kayne West”

In a letter sent to employees via email, GAP CEO Mark Breitbard told his subordinates that the partnership with West was over.

“Although from the beginning we shared the vision of providing consumers with high quality, cutting-edge trends and functional designs, the way we work together to achieve that goal is not aligned,” said the CEO.

The brand’s CEO also told them that products that were already launched under the Yeezy Gap brand will continue to be sold as planned.

On Wall Street, the news was not very well accepted and the firm’s shares fell 3 percent in after-hours trading on Thursday, September 15.

According to information from New York TimesGAP calculated to obtain one billion dollars only with the products designed together with the Yeezy brand.

The collection, launched in 2022, replicates West’s style, with dark and very loose clothing, with variations with GAP hoods.

GAP owns the Banana Republic, Old Navy and Athleta brands. Its brand strength has been falling year after year, so much so that the company has already closed 360 GAP and Banana Republic stores in the last 22 months.

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