The first series released in February this year is very complete, and all three parties are working hard to promote it. Not only did they first release 8 styles at the "DONDA 2" album audition held by Kanye, but they also received all the promotions from the three parties.

Breakup is a common thing today. Life is unpredictable and the choice is dazzling. So it is not surprising that you want to be together today and want to separate tomorrow. Even if your ten-year appointment is only two-tenths past, you will leave.

The embarrassing thing is that everyone knows that you have broken up, but when your former works appear, the two still have to get together again and face everyone who knows that you have broken up, "Creation is not easy, welcome to support you!"

Gap and Kanye West are like this -

Social media verbal battle was completed vigorously. Looking back, Balenciaga YEEZY Gap designed for the cooperation model of the two brands is on sale today.

▲ The series jointly created by two well-known designers also include YZY's Gap style

, which is well-known as "breakup" for partners.

is often found. The two parties have publicly parted ways, but their products are still on sale.

Yeezy Gap Engineered by Balenciaga That's it. This is a new co-branded series created by Balenciaga designers and Kanye for Yeezy Gap.

▲ YeezyGap series

is a joint series plus joint design, which combines the success of joint branding, and also has the help of consumer goods, luxury goods, and popular stars, which has attracted more attention.

The first series released in February this year is very complete. All three parties are working hard to promote it. Not only did they first release 8 styles at the "DONDA 2" album audition held by Kanye, but they also received all the promotions from all three parties.

But after half a year, Kanye broke up with Gap.

So the second collaboration series we see has become the "post-blind" between Kanye and Gap.

But how come that sentence is, even if we break up, we still have to live our lives, so Gap still arranged a heavy publicity situation for the new series. The new promotion of the

series pays tribute to the style of the classic game Grand Theft Auto.

In the promotional video shot in Japan, masked people were walking on the street wearing Yeezy Gap Engineered by Balenciaga’s latest outfit. The characters’ actions and communication in the promotional video are very similar to those in the game, and they even imitate the movements of walking against the wall in the game.

The props in the game are huge black bags that were rated as "like garbage bags" when they were first released.

Touch the black bag and enter the "game interface" of the costume selection. Here, the video shows different looks through the character's one-click dress-up.

Special promotional video style allows you to complete a game task from the perspective of the game characters. Of course, the focus of the brand is still on clothes. The

and 1.0 series are similar. The newly released products have redesigned the versatile models in the wardrobe, and more pullover sweatshirts and sweatpants make it extremely practical.

.0 The most popular jacket has also been partially adjusted, and the practical crossbody bag and waterproof bag are bonus items.

The entire series is basically concentrated in three colors: gray, black and blue. The design and matching of these versatile colors are extremely high.

The point is that this is still a well-known co-branded series. You can buy these items that are more tasteful in the eyes of everyone for US$80-400. The online inventory of the

series will generally be sold out quickly - just like most Kanye's co-branded series, so it is still "fast to have it, slow to have it."

Of course, you can also buy offline. In July this year, users can buy these popular items at the Times Square point of Gap.

Its sales form is even a little innovative. New products are placed in large black environmentally friendly bags like garbage bags, and consumers can search for them by themselves.

This doesn't even look like a carefully designed high-end clothing, so it has also caused great controversy.

But if you watch the application of 2.0 promotional video, you will know that this environmentally friendly bag will continue to be used.

Of course, online purchase is still the fastest for Chinese consumers.

Just this time, Yeezy Gap Engineered by Balenciaga was also launched today at the 863 flagship store on Gap West Road, Hainan. You can see a huge black bag containing new fashions on the spot - you can also buy good products from this bag.

This is also a small representative of Kanye’s small innovation in physical retail, and minimizes waste in both display and design.

The king wants to build his own castle

Yeezy Gap Engineered by Balenciaga This time, a big reason is that this is the last time Kanye has designed clothing for Gap.

This makes the new series like the painter's last works, full of the sense of limitation that no longer exists when missing, so everyone cares more than before.

But Yeezy Gap is gone, but Yeezy and Gap still exist.

Yeezy Gap The reason why it cannot continue is that one party is not satisfied with the current treatment. The joint series launched by Kanye in recent years are all priceless and have a popularity still. It is completely unsatisfactory to break up with Gap.

Two years ago, Yeezy, owned by Kanye, signed a 10-year cooperation agreement with well-known clothing brand Gap, which was a win-win choice at the time.

Kanye and his Yeezy team designed various clothing, while Gap helped Yeezy Gap "give men, women and children modern and high-end basic clothing at affordable prices."

At the time, Gap hoped Kanye would generate $1 billion in annual sales for brands in this crisis. Kanye also reciprocated and publicly stated in the interview that he wanted to be Gap's Jobs ." But there are so many clothing brands, Kanye chose Gap because their commitment was too tempting.

Gap once promised Kanye that he would put the clothing of the cooperative model to a specific location in the store, and would also open an offline YZY Gap store with Kanye.

But 2 years have passed, and you can only buy Yeezy Gap's clothing offline in July this year. The promised YZY store is even more out of the reach.

Plus Kanye feels that Gap has copied some of the designs of the new series. With all the dissatisfactions accumulated, Kanye directly sent a lawyer's letter to stop cooperation.

▲ After the cooperation was stopped, Gap's stock price also affected

Of course, Kanye's suspension of cooperation was also related to changes in Gap executives.

htmlIn July, former CEO Sonia Syngal suddenly resigned, and immediately after Gap began to reduce spending on the grounds of uncertain economic conditions. Plus Sonia is the one who decided to work with Kanye. Once the emperor and the ministers, the departure of familiar partners may also strengthen Kanye's determination to start a self-reliant.

But this is also a matter of time.

After all, many people think that Kanye signed this agreement to accumulate some experience in mass fashion retail, and the ultimate goal is to build the Yeezy brand alone.

So Kanye's two most important partners received a letter from the lawyer's contract, and the other was also accused of making a fuss. He said that the Yeezy Knit Runner he designed should be a marathon running shoe, but now it has been made into the most uncomfortable Yeezy series in history by Adidas.

Gap, whose cooperation expired in 2030, terminated the contract early, and Adidas, whose cooperation expired in 2026, was also told that the contract would not be renewed, all just because:

Everyone knows that I am the leader and I am the king. The king cannot live in someone else's castle. The king must build his own castle.

What is the future YEEZY?

The heart of creating a brand independently is so clear, what is the Yeezy brand that Kanye wants?

This answer may make many consumers who like Yeezy design but are often dismissed from the secondary market at an outrageously high price, because what Kanye wants is Yeezy that everyone can afford.

▲ Yeezy The secondary market is very popular

When the first Yeezy Gap Engineered by Balenciaga, Kanye finally lowered the pricing tug-of-war to the round jacket price of $200. But the cheap jackets that were not available on Gap's website have soared to $7,800 on the second-hand resale platform Goat.com, becoming an "investment product".

This is not what Kanye wants to see.

When he was a guest on The Joe Rogan Experience podcast, Kanye admitted that Yeezy was very hot in the secondary market, but he didn't want people to buy him just for investment.

We are talking about hype culture and shoes sold in the secondary market, and Yeezy does have high prices in the secondary market. But the reason why I don't like people buying Yeezys is just for "smoking shoes"... So I want to sell this pair of shoes (Yeezy Foam Runner) for $20. The money is not all, and the world should be more free.

▲ In Kanye's mind, this pair of shoes should be sold for $20

and the same troubles arise when working with Gap. Kanye proposed that the joint series cost $20 very early, but the series is still much higher than 20, between 60-400 - for comparison, Kanye accused Gap of copying the design of his work at $19.

This means that Gap is not unable to do it, but it is just unwilling to do it.

The work I designed myself and I have no bargaining power.

Perhaps after Kanye's single work, we can really expect it to become an item that everyone can afford, making Yeezy a "20 yuan store" in the United States.

In addition to the lower price, Kanye also has his own ideas about Yeezy's offline stores in the future.

Before Kanye opened a private school under his mother's name - Donda Academy. Now that the brand is developing independently, the school is also the best "offline store". Yeezy's employees design products that can be sold on campus, so that fashion can be captured from children.

▲ Kanye took DONDA members to the SLAM cover

For this reason, Kanye has registered trademarks in fashion-related fields such as jackets, hats, shirts, shoes, wallets, umbrellas, sports products, etc. Let future consumers have many Yeezy options. Although I don’t know if it can be achieved, at least there is a little more uncertainty than mature brands, this may be a new way we have never seen before.

▲ A man who can sell new albums and sell goods

In an era when co-branding became a wave, you can buy the design of the luxury brand Balenciaga at the price of Gap; in an era when wealth seems easy, you can also watch rapper Kanye West become a billionaire by selling sneakers and clothes; in an era when clothing brands don’t know how to grasp fashion, singers become trendy trends.

So in an era when we are uncertain, maybe Kanye can really open his own "20 yuan store" in school.