Although a surprising collaboration to some, West's decision to work with Gap stems from his desire to produce clothing available to the masses.
On Friday (June 26), the Chicago native announced his multi-year deal with Gap, which will consists of basic clothing for men, women and children.
Gap shares jumped as much as 42 per cent in NY trading on Friday - the biggest increase since at least 1980.
Gap's stock has already soared by almost 40 percent following the announcement of the collaboration, marking the company's biggest increase since the 1980s.
Another supporter posted a GIF of DJ Khaled with his open shirt blowing in the wind along with a caption that said, "Me after leaving the Gap store with 30 different shades of tan Yeezy hoodies".
Mark Breitbard, global head of Gap, says the brand is "excited to welcome Kanye back to the Gap family as a creative visionary, building on the aesthetic and success of his Yeezy brand and together defining a next-level retail partnership".
Gap did not disclose terms of the deal, but said Yeezy will receive royalties and may receive equity depending on its sales.
The collaboration "comes full circle" for the two brands as West actually worked at a local Gap store when he was a teenager. The shoe lines, affiliated with Adidas since 2013, was valued at $3 billion in 2019, according to a Bloomberg report, and was expected to top $1.3 billion in sales for the year. He referred to his time working at a Gap store as a teen in the lyrics of "Spaceship", on his 2004 College Dropout album. 'I loved the fabrics, I loved the colors, I loved the proportions'. The rapper-producer-designer has even alluded to collaborating with the retailer in past interviews.
While promoting his first collection in 2015, Kanye told what was then style.com that he wanted to be for the Gap what Steve Jobs was for Apple.
"I say things like I want to be creative director for the Gap, but I just got to give credit to the people who do creative direction at the Gap", West said at the time.