There was little marketing needed to kick off Kanye West’s second collaboration with Gap. After the hit nylon jacket made its pre-order debut in June – a round-shaped, non-zippered puffer jacket in bright blue that became an immediate sale – the YZY brand quietly raised the Gap share price.
The latest item of clothing, a hoodie retailing for $ 90, sold out hours after Sweat launched on Thursday, and then resurfaced on second-hand websites eBay and Depop for nearly $ 900.
Such is the appeal of Kanye West’s designs, which Gap hopes to make $ 1 billion in the next 8 years.
With limited edition production, the resale market continues to thrive with product collaborations, often at heavily inflated prices for hard-to-obtain products. Sneakers from Adidas, Nike and Yeezy from the old collections can cost thousands of dollars. The Nike Air Yeezy 2 has the second highest resale value on consignment site The RealReal, nearly 2,800% more than the original label, according to Quartz media.
San Francisco-based Gap lags behind in the digital age compared to direct-to-consumer brands that have created communities and garnered a voice among young shoppers. The tie-up with Kanye West brings a younger focus to Gap, increasing its popularity and kudos among this generation of fashion and streetwear.