Kanye West, the rapper and fashion designer, has ended his partnership with Gap, glamsquad reports
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Kanye, who signed the deal with Gap in 2020, had hoped that the collaboration would revitalize the Gap brand, but on Thursday he sent a formal notice proposing to end the deal, accusing the company of failing to honor terms of the agreement, including opening standalone stores for his Yeezy fashion label.
The first signs of tension between the two parties appeared when the partnership’s first product, a $200 (£173) puffa jacket, did not go on sale for a year. According to reports, Gap was dissatisfied with the slow rollout of Yeezy products, which included a plain hoodie in bright colors for $90.
West also slammed the company on social media, accusing it of stealing his designs, excluding him from meetings, and ignoring his requests to join the board of directors.
“Gap left Ye no choice but to terminate their collaboration agreement due to Gap’s substantial noncompliance,” said Nicholas Gravante, West’s Cadwalader Wickersham & Taft attorney, in an emailed statement to the AP. “Ye had worked hard to resolve these issues with Gap, both directly and through counsel. He’s made no progress.”
Gravante stated that Gap’s failure to comply with the contract’s terms was costly. He stated that West intends to open Yeezy retail stores.
West, a highly successful rapper, has had success with his Yeezy sell-out trainers, foam sliders, and boxy, oversized clothes in beige and black over the last decade.
GAP had hoped that the collaboration with West would resonate with customers during a period of declining sales. Being in over 1,100 Gap stores around the world would have put Yeezy’s brand in front of more people.