In July, the long-awaited Yeezy Gap Engineered by Balenciaga collection finally hit stores, arriving first at a special pop-up inside Gap’s Times Square flagship. But when shoppers (and resellers) found themselves in the Gap stores, they were surprised, not by the lack of garments left on clothing racks, but rather the lack of racks. Kanye West, Balenciaga‘s creative director Demna, and the retail giant have opted to display the clothes in an unconventional merchandising exhibit: in large trash bags rather than hung up and organized on hangers like typical store merchandise.
When Ye’s Yeezy Gap announced the pop-up in Times Square last month, according to a press release, the brand described the Yeezy Gap space has having “been re-engineered and distilled to its most essential form in Yeezy Gap Engineered by Balenciaga’s vision of utilitarian design.” And what’s more utilitarian than digging through a bunch of bins for black, dark blue, and gray hoodies and tees?
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
One shopper shared a now-viral tweet showing the oversized bags placed in a uniform manner in the middle of a Gap store. They wrote: “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.”
Naturally, as with most things these days, the discourse continued on social media. One user jokingly wrote, “Finally, something to satisfy my instinct to burrow,” while another said, “can’t lie tho, the clothes are fire.”
Nonetheless, Ye and Demna’s fans are hopelessly devoted to the creatives, so digging through trash bins to add a bit of that legacy to their own wardrobe seems like a minor challenge many are willing to take. If digging through piles isn’t your thing, there’s always shopping online.
