While the Gap was one of the world's most popular clothing brands in the 1990s and early 2000s, it has fallen out of favor in recent years. He then went on to partner with Adidas for his Yeezy footwear brand, which was recently estimated to be worth $3 billion United States dollars by Bloomberg. According to a press release, the line of "modern, elevated basics" for men, women and children at "accessible" prices will be available in 2021, helping the partners to find "new audiences".
Kanye West dominated the news today in a way that only the rapper-turned-designer could.
"We are excited to welcome Kanye back to the Gap family as a creative visionary, building on aesthetic and success of his Yeezy brand and together defining a next-level retail partnership", the global head of Gap Brand, Mark Breitbard, said in a statement.
Kim Kardashian and Kanye live in a £16million ($20million) property in Hidden Hills, Los Angeles, with their four children - and it features minimalistic décor throughout.
As soon as the news went viral, Gap's shares jumped by 24% in NY trading on Friday, this has been the highest in intra-day in three months.
West's wife, Kim Kardashian, also tweeted about the news using the hashtag. If you love them too and decide to purchase through the links below, we may receive a commission. "From working at the Gap to this partnership is so inspiring #WestDayEver".
He also told Vanity Fair magazine back in 2015 that he wanted to be the creative director of the brand.
Dressed in a blue sweater and collared shirt, Kanye plays a Gap employee at the mall who becomes frustrated with his job and dreams of escaping to space. He has successfully worked since 2013 with Adidas, where his brand is positioned as its own category and he earns royalties on net sales of his shoes and apparel according to The New York Times.