Maya can also use the cube to fly from one puzzle to the next. The cube can also be thrown to areas that Maya can’t immediately reach, or used as a distraction for the security droids that Maya has to avoid, lest she be spotted and vaporized by the droid’s laser. This was something else entirely: ”a 30-foot billboard at the crossroads of the world, so everybody can see.” It’ll serve as Dap’s introduction to the Gap-buying world-and maybe as an introduction to a whole new Gap, too.Maya is able to generate Portal-esque cubes that can be used as weights or “keys” for certain buttons that allow her to progress through each puzzle. Gucci, he explained, had put one up for him in Harlem upon the release of their collaborative collection, and he described that moment as “the culture” arriving. There was one detail in particular that persuaded Dapper Dan to join forces with Gap, he told me: the brand offered him a 30-foot billboard, on 42nd Street in Times Square. Then, fast-forward 25, 30 years later you're with Gucci and I still can't afford you.’ What Gap does for me is it gives me an opportunity to reach down to humanity and let them know that you know you can have a part of me.” “I have so many people who tell me stories, ‘Man, I used to walk by your store when you were in Harlem and I could never afford to buy anything from you. “Gap allows me to do something I've been wanting to do for a long time,” he said. Even though Dap’s collaborated with Gucci, a Gap partnership offered him something very different. Collaborators like Ye, Balenciaga’s Demna Gvasalia, and Dap all come to Gap for the same reason: they want to get their clothes in the hands of as many people as possible. Gap’s new strategy embraces its greatest super power: its sheer size. “Together, create culturally relevant moments and new instant classics,” Mary Alderete, global head of Gap marketing, said in an email. Also, most importantly, more than 70% of those customers were newbies to Gap, she said, according to Bloomberg.The sales are great but the real benefit, Syngal noted, is “unlocking the power of a new audience.” Cultural relevance is the name of the game for Gap right now. Back in November, Syngal said that the Yeezy hoodie was the best-selling item Gap has ever sold online. The chief goal of these projects is something different: to extend Gap’s relevance around the world.Īnd so far, the plan seems to be working.
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In an earnings call with analysts late last week, executives didn’t share much in the way of details: how is it selling, who is buying it, when are we going to see the full (and very delayed) collection? Instead, Gap CEO Sonia Syngal only told analysts that the brand was “leaning into” the Yeezy Gap line “to further extend its reach and relevance around the globe.” There don’t necessarily need to be many highlights beyond that. There is still not much to say about Gap’s collaboration with Ye, at least publicly. Add it all up and you have a brand making a mad dash for a seat at the cool kids’ table.
Now, Gap is stacking up another collaboration, this time with legendary Harlem tailor Dapper Dan. Then Ye introduced the brand to Balenciaga. It started in the summer of 2020, when Kanye West, now Ye, signed a 10-year deal with the brand, and started releasing round jackets and cropped hoodies. Now, the brand is making all kinds of new friends. For decades, the mall brand was content to be there when you needed a new pair of khakis, a logo hoodie, or a pair of jeans with an aggressive wash.
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