The next chapter of the Yeezy Gap era is a uniquely immersive and fittingly expansive one, with a Times Square flagship takeover signaling a first for the ongoing creative project headed by the artist formerly known as Kanye West.
As first announced on Wednesday, Yeezy Gap product will be available for the first time at Gap stores, starting with Gap’s Times Square flagship on Thursday and at additional select Gap stores in the U.S. soon.
Per a press release, visitors to the Times Square flagship—which will be “reengineered and distilled to its most essential form”—will have the opportunity to shop Yeezy Gap Engineered by Balenciaga pieces starting at 10 a.m. ET on Thursday.
An announcement video from Ye was also released on Wednesday. See the video, directed by Thyago Sainte with creative direction by Betsy Johnson, above.
An Instagram account for Yeezy Gap was also launched.
Ye and Gap, of course, have an extended history that dates all the way back to his College Dropout-documented days as a retail employee for the company. In the summer of 2020, the Yeezy Gap partnership was first announced, with Mark Breitbard (Global Head of Gap Brand) saying at the time that the pairing was poised to give consumers a “next-level” experience.
“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,” Breitbard said at the time.
The ensuing years have proven that to have been an accurate prediction, with subsequent successes including the rollout of the long-discussed Perfect Hoodie and the unveiling of a “creative exploration” from Yeezy, Gap, and Balenciaga.
Mere days before the latest Yeezy Gap announcement, Ye made a return to Instagram and said the black colorway of the aforementioned hoodie “sold 14 million dollars worth…off of a television commercial that was ran one time.”
Revisit the full version of that commercial, which doubles as the video for Donda track “Heaven and Hell,” below.
Thursday saw the larger Yeezy Gap Engineered by Balenciaga experience even further expanded with the launch of a new digital game concept designed by Demna. In short, the game allows players to “become the avatar” by bringing to life the virtually rendered figures that have been a fixture in the rollout since the launch of the debut collection.
To play the game from your mobile device, hit this link.
Meanwhile, the first release of the Yeezy Gap Engineered by Balenciaga collection is now shoppable via the Yeezy Gap and Balenciaga sites, as well as from Balenciaga partners like Farfetch, Mytheresa, and Luisaviaroma.
On Saturday, Yeezy Gap Engineered by Balenciaga pieces will be available in select stores across the U.S. Participating locations include Gap stores in Los Angeles, Orlando, Nashville, Chicago, Houston, and many more. For a full list of stores, consult this link, which also includes store contact info.
Below, get a deeper dive on how the initial NYC-set experience looked for those who paid a visit to the video-emulating shopping experience.
This weekend will also see the launch of a van drop in Miami, as teased below. Additional info will be released soon.