Chaos and Creation: Inside the Making of Yeezy Gap

Industry wisdom said the company needed something big to stop the downward spiral. Ye was about as big as they come.

But he was not, as Mickey Drexler, who led Gap from 1983 to 2002, told Yahoo Finance in 2021, “a corporate person, and Gap is a big corporation,” with hierarchies, systems, calendars and fluency in SKUs. Mr. Drexler said he had advised Ye against the deal. “It doesn’t make any sense, in my opinion,” Mr. Drexler said at the time.

Julie Gilhart, the president of Tomorrow Projects, agreed. “In my experience, Gap was all about risk management,” she said. “They didn’t want to disgruntle anyone. And if you go with Kanye, you have to know there is risk involved.”

One week after the Yeezy Gap deal was announced, for example, he announced his run for president; a string of heated campaign remarks and tweets about his family compelled his wife at the time, Kim Kardashian West, to make a statement about his bipolar disorder.

But the controversy did not deter either side. They had agreed to an arrangement in which Ye’s fortunes were tied to those of his products; he received stock warrants that would vest when certain sales goals — such as reaching $250 million in a fiscal year, — were met, as well as royalties. (Gap has not disclosed the line’s sales figures to date.)

Article source: https://www.nytimes.com/2022/07/25/style/yeezy-gap-balenciaga.html