If you were wondering if you’d ever have the chance to purchase Kanye West’s YEEZY Gap in the flesh, that has now become a reality thanks to a special pop-up inside Gap’s New York City flagship store in Times Square. The “reengineered” Yeezy Gap store will stock the brand’s complete collection, further cementing the brand’s ethos of “Yeezys for everyone”.

According to a press statement, the space “has been reengineered and distilled to its most essential form in Yeezy Gap Engineered by Balenciaga’s vision of utilitarian design.”

“The entry into Gap stores fulfils the vision to deliver Yeezy Gap design on a larger scale.”

The news was originally announced by Ye and Gap earlier this week, with a conceptual commercial posted to a new official Yeezy Instagram account – the brand’s foray into the world of social media.

The promotional content has continued well after the store opening, too, with an official Yeezy Gap game now available via the website, where you can design your own avatar and dress them in Yeezy Gap (*what’s sort of odd about this game is one of the base avatars available is evidently Kim Kardashian…).

The Yeezy Gap store opening is the culmination of creative ideas for luxury utilitarian fashion being realised; the ideas of Ye and Balenciaga creative director Demna, of course. From a press statement earlier this year, the debut Yeezy Gap collection was a reflection of “Ye and Demna’s shared vision of utilitarian design, and represents an unnamed hope for the future.”

Now, the in-store selection will include many of the dove-motif pieces from the inaugural Yeezy Gap Engineered by Balenciaga collection, which first went on sale online in February. The ever-popular ‘Perfect Hoodie‘ will still be available in a ton of colours, as will the signature ‘Round Jacket’ which kicked off the now infamous collaboration in stark boldness.

In addition to the Times Square pop-up location, the first Yeezy Gap Engineered by Balenciaga collection will still be available for purchase on the Yeezy Gap and Balenciaga web stores, as well as on the Balenciaga-partnered global e-comm platforms like Farfetch, Mytheresa, and Luisa Via Roma.

For those that couldn’t make the Times Square launch, the collection is now available globally over at the official YEEZY GAP online store.

 

thoughts?