“Let’s go back, back to the Gap,” Kanye West rapped on “Spaceship,” all the way back in 2004. Sixteen years later, that’s exactly what he’s doing: on Friday, West announced a partnership between his Yeezy line and the mass-appeal American retailer. A new Yeezy Gap line will appear in Gap stores and on Gap.com in 2021.
West’s fashion aspirations are no secret: for years, the planet’s most famous rapper famously struggled to be taken seriously as a designer, too. He spent much of the last decade working hard for that recognition, whether at the helm of his own short-lived womenswear brand, as a guest sneaker designer at Louis Vuitton and Nike, or with his own Yeezy line, where he’s been cranking out sweatsuits and sneakers in partnership with Adidas since early 2015. But it’s long seemed as if even a budding billion-dollar sneaker empire wouldn’t quite satisfy him—this is the