Typically, when a famous person opens a retail store, it draws a crowd. When Kanye West redesigns GAP’s Times Square flagship for the first IRL YEEZY GAP drop, it shuts down a city block.
That’s barely an exaggeration: Highsnobiety was on the scene when Ye’s first-ever YEEZY GAP store opened on July 21 and glimpsed a massive line stretching across the entirety of New York’s prime tourist trap. Insert tired pun about trap music here.
Staff forbade detailed videos of the “reengineered and distilled” YEEZY GAP store, as a press release described it.
However, even the quick clips Highsnobiety lensed inside reveal a redesign far more progressive than any GAP store that’s ever come before.
Kanye is ushering GAP into the future and he’s got the video game to prove it.
Yes, there is indeed a YEEZY GAP Balenciaga game, a natural successor to Balenciaga’s FW21 game, at least in terms of next-gen tech.
In terms of gameplay, it’s a pretty straightforward infinite jumper, where a YEEZY GAP Engineered by Balenciaga-clad figure leaps from dove to dove until the player misses, sending their character tumbling to the ground to seemingly gain experience points.
Certainly, GAP could use a shot in the arm from its Kanye partnership.
The company reported some disappointing financials for Q1 2022 and CEO Sonia Syngal, the woman who worked with Kanye to bring YEEZY GAP to life, departed in early mid-July.
But you wouldn’t know that there’s any cracks in the operation from being inside YEEZY GAP’s Times Square store or even on the outside, where kids remain queued up despite painfully humid weather and sudden downpours.
There, countless young shoppers stroll around wearing YEEZY GAP shirts, hoodies, and other bits from drop two, plus the requisite sneakers.
There’s more in the works, too, but it’s hush-hush for now.
The main thing to know is that Times Square is only the first store in the world to sell YEEZY GAP Engineered by Balenciaga in-person, though it only carries a slice of the main collection.
Other GAP stores will indeed carry the collection in due time.
Stay plugged in to the official YEEZY Instagram page if you’re a diehard but, really, you already know taht YEEZY GAP updates will be reported on by every Kanye-adjacent outlet online, including this one right here.
So, when’s the next YEEZY GAP drop? Up to Yeezus himself.
You can still buy YEEZY GAP online through pre-order and, in fact, you’ll probably always be able to.
The idea behind YEEZY GAP isn’t to create a rarefied selection of exclusives unattainable to all but the most ardent of Ye supporters. It may seem crazy to think now, with the world losing its mind over every move YEEZY GAP makes, but the idea is that it becomes normalized.
One day, we’ll all be able to walk into our local YEEZY GAP store and pick up an anorak, T-shirt, jeans, socks, or sneakers as our whims demand it. Perhaps you’ll even drive there in a DONDA car from your YEEZY Home.
Kanye is already the future of GAP and, if he has his way, he’ll be a major part of our future as well.