The Yeezy Gap website is taken down, along with all the merchandise

The final new item from the Yeezy Gap line that was touted online

By Lester Fang

The last mail that I received from Yeezy Gap was last Saturday. In it, they tried to seduce my consumer self (but, unfortunately for them, not a Yeezy-fan self) with a “long round jacket”, an around-the-knee length take of the first item “you-can’t-manage-me” Kanye West released under that collaboration. Nothing in the minimalist, copy-lite mail said anything about Engineered by Balenciaga as this outer was not. I subscribed to their e-mail notification not because I have anything to buy there, but because, as a contributor to SOTD, I wanted to keep abreast with what’s happening in the Yeezy cult. By now you would have read of all the pull-outs by the brands that Mr West had aligned himself with. In fact, The Gap was the first to want to disassociate themselves with the man who, I am sure, was not worth all the trouble and online rants. There is so much even a resilient company such as The Gap can take.

I revisited that mail this morning. When I clicked on the link to yeezygap.com, I landed at Gap’s own chirpy website. There was no yeezygap.com, not even a landing page that says something like “this site can’t be reached”. At gap.com, there were links at the top to other Gap brands: Old Navy, Banana Republic, and Athleta, but there was nothing that said Yeezy Gap, not anywhere on the page. Everything vanished. Yeezy Gap has been obliterated, just like Pharaoh Akhenaten was. As I understand it from my friends in San Francisco, the clothes and accessories were not available in the stores too. No more of those ridiculous bulk bags. I would think that The Gap has a lot of merchandise to clear. Yeezy Gap did not enjoy typical Gap price points. Five days ago, they were discounting the Yeezy Gap hoodies. But now they are taking everything off the market. It is not clear if there is anything else in production, but clearly no more “cheap Balenciaga” tops to be had.

The Gap announcement on Instagram not long ago, Screen shot: yeezyxgap/Instagram

The Gap’s action is rather swift. It came as soon as Adidas announced that they would end their partnership with Mr West. On Instagram, three days after they shared that “YEEZYGAP AVAILABLE IN📍ATLANTA MORE GAP STORES CONTINUE TO GET YEEZYGAP ITEMS” (yes, in full caps, sans punctuation, just like how Mr West would text), it posted a “Statement On Yeezy Partnership”. The two paragraph notice stated that they “are taking immediate steps to remove Yeezy Gap product (sic) from our stores and we have shut down YeezyGap.com” after explaining that their “former partner’s recent remarks and behaviour further underscore why” the partnership had to come to an end. It added, “Antisemitism, racism and hate in any form are inexcusable and not tolerated in accordance to our values. On behalf of our customers, employees and shareholders, we are partnering with organizations that combat hate and discrimination.” But unlike Adidas, it did not say how much of a loss it would incur by this action.

To me, Yeezy Gap will not be missed. Nor Adidas Yeezy. While I think there was an aesthetical point in what Kanye West did, it was not for me. I have never found anything associated with Yeezy to be attractive. Or the people who wore Yeezy going about as if they were the epitome of cool. When I tried the US$220 Yeezy Boost 350 V2 ‘Zebra’ for the first time back in 2017 (I did not buy it. Someone I know had a pair; he later sold it for double the retail price. The shoe was tried on, but not worn), I thought to myself what an ugly piece of crap. It looked like something died on my feet. (Apparently, Adidas intents to continue selling Yeezy designs with the second name.) When it came to the Yeezy Gap, I was of two minds. While I did like the boxy silhouettes of the T-shirts, Engineered by Balenciaga, I was not too enamoured with the price: from US$140 a piece. And that they were very thick was a deal breaker for me too. But, more than anything, the fact that they were linked to Yeezy and the man behind it, just turned me away. I never saw him as a designer, never did, never will. Rapper—yes, social agitator—yes, anti-Semite—yes; designer, definitely no.