Kanye West’s Yeezy Gap collection has launched in ‘dumpster-style’ pop-ups

Musician Kanye West’s latest collaboration with retailer Gap and fashion brand Balenciaga has launched with a series of dumpster-style pop-ups across the US and at Gap’s Times Square store. Yeezy Gap set up surprise pop-ups from matte-black vans with dove graphics printed across their sides in Miami, Los Angeles and Chicago.

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One level of the concrete car park saw 20 black bulk bags – typically used to transport gravel and construction materials – stuffed with items from the collection and organised in a single row across the car park. At other locations, black-painted waste bins were used to contain the masses of clothes forcing its customers to dumpster dive for goods.

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The Gap Times Square flagship store was transformed for this collaboration, in order to represent the brands “shared vision of physical retail”. Usual retail methods of displaying clothing were abandoned and the store removed all clothes rails, shelving and hangers. Instead the clothes were presented on the floor in oversized black bulk bags, which were labelled with relevant size and style codes.

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“Designed for the future, the store design represents a reinvention of physical retail rendered with minimal waste in either display or design” said Gap.

Source | Dezeen

Charlotte Coulson

10th August 2022