Last Friday, Chicago-born rapper and fashion entrepreneur Kanye West announced a partnership with Gap that will bring clothing designed by West’s Yeezy brand to the retailer’s shelves. The New York Times reported that Gap has signed a 10-year deal with West that will oversee a number of “modern, upscale foundations” for the company, which is expected to launch in the first half of 2021 – a photo that West shared on Twitter On the day of the announcement, a colorful jacket and hoodie showed up.
At the weekend, the Gap store on Michigan Avenue was completely covered in white banners and a handwritten letter from West adorned the front of the store. In the letter, West recalls driving from his house on the south side to the Magnificent Mile Gap store and says, “I put my heart into the color palette and every detail.” The writing also mentions that West loves the 1982 film Tron, which explains his penchant for bright neon colors (cross your fingers for an Identity Disc-inspired Frisbee).
The personalized banner (which quickly became a popular place to take Instagram photos) is just the latest in a number of West companies paying tribute to the city he grew up in. Earlier this year, a fleet of souped-up ATVs were handing out free pairs of Yeezy shoes during the NBA All-Star Game weekend, and West had previously expressed a desire to open an office for his Yeezy brand in Chicago and the closed Avalon Regal Theater in Chicago to reopen South Chicago. But in 2018, West also claimed he would be returning to Chicago and “never leaving” – and we’re pretty sure he still lives in Los Angeles.
Take a look at some photos of West’s gigantic letter below and admire the prophetic nature of some of the texts from The College Dropout: “” Let’s go back, back to the gap. ”
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