Kanye West’s Yeezy Gap clothes are being sold in giant trash bags, making customers
dumpster dive to find their size
Shoppers have shared pictures on social media of clothes from the Yeezy Gap line
being sold out of big black bags rather than displayed on hangers.
One Twitter user claimed that a sales associate said the rapper, now known as Ye, “got
mad” when he saw his apparel on hangers.
In a viral post now liked by more than 57,000 people, a New York-based Twitter user
said Gap employees “won’t help you find your size too, you just have to just dig
through everything.” The photo spread across the internet, with many declaring the
unconventional display technique “a social experiment.”
Representatives for Gap and Ye did not immediately respond to requests for
“I love Kanye,” another Twitter user posted, “but couldn’t imagine paying $200 for
basic clothes out of a bag on the floor.”
This isn’t the first time West’s brand Yeezy has been at the center of controversy. In
2020, Yeezy received backlash after unveiling two new sneaker products titled “Israfil”
and “Asriel” — the names of Islamic angels in the Muslim faith. Many denounced the
move as blasphemous and disrespectful, and a petition to boycott the shoes with over
2,000 signatures circulated online.
Up against the convenience of online shopping, more and more brands are devising
off-the-wall physical retail experiences in the hopes of triggering a viral moment and
enticing consumers to visit brick-and-mortar locations. In May, cult-favorite French
label Jacquemus opened “Le Bleu” at Selfridges London — a pop-up space designed
like a giant, icy-blue tiled bathroom. Just last week, Danish brand Ganni promoted a
new collaboration by turning a store into a greengrocer, allowing shoppers to not
only pick up pieces from the new collection, but local produce too.
The unusual Yeezy Gap store display could be a marketing stunt, aimed at drawing
attention back toward his ongoing partnership with the retailer. But while other
labels are striving to go bigger, West as always appears to be going against the grain –
- seemingly making a louder impact with a minimalistic approach.