The first Yeezy Gap jacket was revealed on June 8, a year after the partnership between Kanye West and the troubled American-born creator announced, went quite as expected.
First came the insane excitement, the release of all that missed expectations : OMG! Hey, God! The future is finally here. And on Kanye’s birthday!
Then, when it became clear you could pre-order the jacket, the rush to get there first continued. CNBC enthusiastically Reported It was sold out! so fast! The news went viral. It turned out to be fake.
(Actually, the site crashed and is now back up. This is a preorder, not a limited edition drop. There is no limited number of sales as no actual jackets have been produced yet. You six more Can continue shopping for days.)
And finally, the response: Wait, the jacket, which is made from recycled blue nylon, actually looks like this a garbage bag. An inflated balloon as well.
Now that 24 hours have passed and the dust has settled, maybe it’s time to step back and consider the jacket: is that cool? And is it likely to do what it’s supposed to do – what this whole partnership with Mr. West has to do – which clears the slate, offers a fresh start and creates the gap, which was struggle Even before the pandemic, cold again?
A worthy one perhaps.
The jacket itself came like a puffer from another planet, a body suspended in the air gap instagram post Or a little bit waiting in the air, projected ghostly against buildings in New York, Los Angeles and Chicago. It’s made from recycled nylon with a polyester filler (which one hopes is also recycled, though Gap hasn’t specified; if it isn’t, it will be kind of…ahem). It’s unisex and oversized with a squishy, tactile look and curved, tubular arms. There is a suture on the top of the spine and under each arm.
It has no closures or additions to any kind of material, which can be interesting from a conceptual standpoint but a bit problematic from a functional one, especially if, say, you have your hands full you can’t close it. can, and there is a big wind.
It also costs $200, which is pretty high for the Gap, albeit less for a Yeezy. It’s nicknamed the “round jacket” in the Warhol way, because it looks, you know, round.
And this is clearly the next step in Mr. West’s new aesthetic, which is concerned with eliminating excesses and deficiencies. (see most of them Recent Paris Fashion Week return, where he described his clothing as made for “the service industry”, although it was hard not to think that the service industry he was talking about was located on the planet Jakku from “Star Wars”.)
Mr. West himself modeled his creation a few days ago while out and about, and briefly discovers just how big and duvet-like the jacket, which swallows his hands, really is.
To some degree, of course, it doesn’t matter whether the jacket is flattering, or practical. This is the first, and it is a historical collaboration from both a business and cultural point of view, so it would serve as a kind of artifact, or totem. The deal between Mr. West and Gap is long-term and lucrative; Both the brands are part of the story of our times in their own way. Those who rushed to preorder might get their jackets and find out they don’t like them at all, but they’ll do just fine in the secondary market. There’s no doubt that many people who were schooled in sneaker entrepreneurship explicitly bought them for resale.
That won’t affect the Gap’s ability to boast about jacket sales figures, though it may not set a credible precedent when it comes to the next drops and the subsequent drops. The Gap is not a provider of limited resources, and limited resources are, of course, the most exciting. Although perhaps the plan is to change all that.
It seemed at first as the Gap wiped out their entire Instagram history only to show the jacket as if it were day one, a move that is rarely taken by an established brand as it seems. That his customers had previously rejected everything he had bought. See when Heidi Slimane arrived at Celine.
And it also seemed to be because the jacket was apparently made and offered only in the United States.
However, it turns out that an international rollout is imminent, although Gap would not say when. So Yeezy fans outside America don’t have to plot out how to finally get their hands on the jacket.
As far as investors are concerned, Gap share price The release day grew a bit but not in any unusual way. (At least it didn’t drop; perhaps investors were relieved that Mr. West didn’t pursue his threat Until it gets the Gap board seat, it doesn’t make a product.
But here’s the thing: Cool and accessibility are opposing concepts; The more accessible and ubiquitous something is, the less cool it is. If Mr. West and the Gap can change this, they will have changed much more than just style and their reputation; They may have changed how we think. The real test will come with a complete collection.
Especially because the Gap recently announced another new deal, for homeware — with Walmart.