Kanye West is going to war with Gap - and we're just a bunch of bystanders going along for the ride. The artist took to Instagram to share a screenshot of a text exchange with a friend of his, who shared a link to a navy oversized logo tee on Gap's website. And Ye is not having it. So what exactly is going down?
For starters, let's understand how the relationship between the family brand and Yeezy blossomed back in 2020. The Donda artist signed a 10-year partnership with Gap, releasing installments every few months in order to promote both the Gap brand and Ye's own brand, Yeezy. However, the collab has solidified some solid street cred for Gap and shot up the brand's popularity for housing Yeezy-inspired pieces for a much lower price point. The brand recently dropped a new installment of Yeezy pieces, including this oversized Gap Logo tee - and Ye had a lot to say about it.
A friend of West's sent Ye a message with the link of the oversized Gap Logo tee, writing, "This is Gap copying YGEEB," to which the 45-year-old responded, "exactly." Ye screenshotted the conversation and uploaded it for his 16.5 million followers to see. The Praise God rapper uploaded the post with the caption, "But they canceled the photo shoot with my kids in Japan without me knowing," signaling there is some behind-the-scenes movement happening without his knowledge. And well, it didn't stop there.
Right before he uploaded the screenshotted message, Ye uploaded a photo of the brand's new reflective visor-style sunglasses, recently seen on ex-wife Kim Kardashian, with the caption, "Gap held a meeting about me without me?" Safe to say, he's pissed. This started the current 11 posts on Ye's Instagram page, directed towards his future plans for the Yeezy brand, writing "the monster('s) about to come alive again." West shared he is ready to take Yeezy worldwide, starting in Atlanta, and actually is signaling a PSA to "anyone who has over 10 years retail experience and is ready to change the world." So, he is using his powers for good... ? If you happen to fit these qualifications, make sure to drop a comment on Ye's gram. And stay tuned.