Kanye West Takes Issue with Gap’s Visual Merchandising

Working with an eccentric creative isn’t always easy.

The Gap fully understands this after Kanye West, who created a collection of his Yeezy brand apparel to be sold exclusively at the retailer, took issue with the way his fashions were being merchandised in stores, CNN writes.

According to a viral Twitter post from a New York City-based shopper, when West saw traditional hangers being used to display his Yeezy Gap line, he got “mad” and demanded the clothes be sold out of what appear to be giant trash bags.

This is how they are selling Yeezy GAP. The sales associate said Ye got mad when he saw they had it on hangers and this is how he wanted it. They won’t help you find ur size too, you just have to just dig through everything pic.twitter.com/GNd08Zv1zC

— little miss (@owen__lang) August 15, 2022

West – who changed his name to “Ye” in 2021 – has stated he takes design inspiration from the homeless. The curious display technique made him a target of criticism from those who believe the bag display is insensitive to homeless people, but he defended the move in an interview with Fox News.

“I’m an innovator, and I’m not here to sit up and apologize for my ideas,” he told the outlet. “… This is not a joke, this is not a game, this is not just a celebrity collaboration – this is my life, you know. I’m fighting for a position to be able to change clothing and bring the best design to the people.”

He also clarified that the bags are not trash bags, but rather large construction bags.

In June 2020, Ye made a 10-year pact with Gap to sell a Yeezy collection specific to the retailer. The line is mostly black and includes $300 sateen overalls and a full facemask.

In July, he filed an application to trademark “YZYSPLY” to use for physical retail stores and online ordering services.

Read more at CNN.