Where can you buy YEEZY GAP? Until today, I'd have said nowhere but through the YEEZY GAP web store. But, for the first time ever, you'll soon be able to shop the YEEZY GAP Engineered By Balenciaga collection inside Ye's redesigned GAP store in New York's Times Square.

YEEZY GAP was never positioned to be a luxury label, unlike YEEZY SEASON. Even years before it was ever conceived and Balenciaga was brought on-board, it was but one piece of Ye's overarching egalitarian aims.

"I'd like to be the Steve Jobs of GAP," Ye said way back in 2015.

"I’m not talking about a capsule. I’m talking about full Hedi Slimane creative control of the GAP is what I would like to do."

YEEZY GAP follows the anti-establishment streak that's always been a part of the Ye mythology.

He'll publicly beef with business partners, reshape industries, and literally piss on the old guard, all in the name of artistic independence.

Don't like it? No problem, Ye will simply bring his vision to life himself.

Hence Ye seemingly taking YEEZY independent of adidas, or at least aiming to establish the brand outside of the Three Stripes umbrella.

There's little other way to contextualize the brand-new, adidas-free YEEZY Instagram page, which premiered with a promo video for Ye's take on the GAP flagship.

Ye's my-way-or-the-highway attitude is one of the things that's engendered comparisons between Ye and Steve Jobs, Demna and Jony Ive, YEEZY GAP and Apple, especially since YEEZY GAP Engineered By Balenciaga was announced earlier this year.

After all, the idea behind YEEZY GAP Engineered By Balenciaga is that Ye is melding the codes of luxury, the reach of fast-fashion, and the distinct design cues that he and Demna share.

It's the iPod approach, where you take something mass market — .mp3 players for Jobs, hoodies for Ye — and elevate it, make it sexy, and sell for an approachable premium.

That's the reason that YEEZY GAP was and still is available for order.

Ye's vision doesn't consider instant sell-out drops. Rather, he's positioning YEEZY GAP to entirely reinvent the casual consumer's perspective on everyday clothing.

For better or worse, Ye is thinking big picture and taking GAP along for the ride.

In a soon-to-be-deleted Instagram post uploaded on July 14, Ye asserted that GAP has "sold 14 million dollars" of his black Perfect Hoodies.

GAP's Q1 2022 sales figures didn't reflect a significant boost from YEEZY GAP — stores are still closing, YEEZY GAP-overseeing CEO Sonia Syngal stepped down in mid-July — but, if those figures are accurate, they reflect immense influence.

And influence is precisely why you want work with Ye.

Perhaps that's why GAP gave Ye the green light to redesign its Times Square flagship (note that this is unrelated to his YZYSLPY retail store trademark).

Opening July 21 at 10 a.m. EST, only a month and a half after Ye turned 45, one of GAP's busiest stores in America will become the first to sell YEEZY GAP IRL.

Pre-COVID 19 pandemic, Times Square saw upwards of 365,000 daily pedestrians, which is a lot of eyeballs for any retailer.

This isn't even the first time that Ye has turned the tide of Times Square traffic to his advantage: in December, a flash mob of YEEZY GAP and mask-wearing clones turned up to celebrate DONDA 2.

Ye's GAP flagship isn't merely "redesigned," though: it's been "reengineered and distilled to its most essential form," according to a press release, which means that the YEEZY GAP store is minimalist and pared-back, fitted with displays of models wearing YEEZY GAP Engineered By Balenciaga gear and rows of angular light fixtures.

It'll be the first GAP retailer in the world to stock YEEZY GAP Engineered By Balenciaga in-store, though the shop will only offer "a selection" of styles rather than the full collection.

On July 23, GAP stores across the US will also offer an IRL assortment of YEEZY GAP.

Simultaneously, the collection will be delivered across the country for shock-drops in a fleet of YEEZY GAP vans.

But, for now, everyone can play the YEEZY GAP Balenciaga video game online.

The YEEZY GAP Engineered by Balenciaga collection was previously only available to shop on YEEZY GAP's website, Balenciaga's web store, and Balenciaga partners Farfetch, Mytheresa, and Louisaviaroma, where it remains available for order.

Tellingly, Ye's reformatted GAP store "fulfills the vision to deliver YEEZY GAP design on a larger scale" — all part of Ye's transition into GAP's very own Steve Jobs.

It's the same drive that has Ye reportedly working with McDonald's — there's nothing more mass market, nothing more accessible to a massive assemblage of the public than the Golden Arches.

Except, maybe, for GAP.

What To Read Next

  • Image on Highsnobiety

    Burberry's Rescheduled SS23 Show Was a Sombre Affair

    Style
  • Image on Highsnobiety

    NB & Patta's 990v3 Is a Family Affair (But You're Invited)

    Sneakers
  • Image on Highsnobiety

    Umbrellas That Are Actually Cool

    Style
  • Image on Highsnobiety

    These Fleece Jackets Deserve a Forever Home

    Style
  • Image on Highsnobiety

    John F. Kennedy Jr. Was The Master Of Fall Outfits

    Style
  • Image on Highsnobiety

    And The Biggest Trend For Fall Is... Not Caring About Trends

    Style
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.