Kanye West covers an entire Gap store with a handwritten message celebrating his 10-year partnership with the apparel giant

  • Kanye West wrote a handwritten message celebrating the news of his new partnership with Gap, which was blown up to a large scale and draped over an entire Gap store in Chicago. 
  • In the message, West said that he was “humbled at the opportunity to serve” and that he put his heart into “every detail.”
  • Gap announced its 10-year partnership with West’s Yeezy brand on Friday. West and his design team will create a new Yeezy Gap co-branded collection of apparel to launch in 2021.
  • Visit Business Insider’s homepage for more stories.

Kanye West is bringing some much-needed attention to Gap.

The rapper turned fashion designer penned a handwritten message to Gap shoppers, which has been blown up and dropped over a Gap store in Chicago to celebrate his new partnership with the company. 

—DerrickNtheCity (@DerrickNtheCity) June 29, 2020

In the message West said that he was “humbled at the opportunity to serve,” adding: “I put my heart into the color palette and every detail.”

West also pointed out that this was the Gap store that he used to shop growing up in Chicago. 

On Friday, Gap announced that it has teamed up with West’s brand Yeezy in a “multi-year partnership” that will see West and his design team creating a co-branded collection of apparel for men, women, and children that will be sold online and in-store at Gap. The new Yeezy Gap collection is expected to launch in 2021, it said.

Analysts say that West could be a lifeline for Gap, which has seen sales slide in recent years and been accused of falling behind competitors and not updating its “anemic ranges” of clothing.

Gap needs “the younger customer who cares about streetwear [and] who loves fashion. This is a luxury brand getting more accessible with a lot of market demand,” Cowen analyst Oliver Chen told Forbes

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