Kanye West and Gap Officially End Partnership: HuntrMania

The Yeezy Gap apparel line deal, announced with much fanfare in 2020, was supposed to last 10 years and generate $1 billion in annual sales.

Ye, as Mr. West is now known, formally notified Gap via a letter on Thursday that he was terminating their agreement involving the Yeezy Gap apparel line, citing breach of contract. Instead, Ye is moving ahead with plans to open his own stores.

The partnership, announced with a drumroll of publicity in June 2020, had the possibility of lasting 10 years and, Gap hoped, generating more than $1 billion in annual sales. Yeezy Gap would encompass men’s, women’s and children’s wear and benefit both sides, turning around the fortunes of the Gap by giving it the veneer of cool and giving Ye access to the mass market.

Ye and Demna introduced the first limited release of Yeezy Gap, engineered by Balenciaga.

Gap acknowledged that the agreement was ending in a message to employees.

“While we share a vision of bringing high-quality, trend-forward, utilitarian design to all people through unique omni experiences with Yeezy Gap, how we work together to deliver this vision is not aligned,” the Gap brand president, Mark Breitbard, wrote. “And we are deciding to wind down the partnership.”

He did so on Thursday, arguing in a notice that the retailer had “abandoned its contractual obligations.” The notice, a copy of which was viewed by The New York Times, said Gap had failed to sell products in its namesake stores and had not opened stores for the specific purpose of selling Yeezy products. YZY Gap stores were supposed to open in the latter half of 2021, the letter said.

“Ye had diligently tried to work through these issues with Gap both directly and through counsel,” Mr. Gravante, co-head of global litigation at Cadwalader, Wickersham & Taft, said.

He added that Ye would “promptly move forward to make up for lost time by opening Yeezy retail stores.”

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