After inking a deal with Gap in June 2020, Kanye West got to work on practical designs for his fans to be able to afford the same clothes he rocks.
A year later in June 2021, he released Yeezy Gap’s first collaboration, a blue puffer jacket, priced at $200.
Now in 2022, Kanye has seamlessly merged his transcendent musical genius with his trendsetting fashion mind. On Jan. 10, Ye released the music video for Donda‘s 14th track “Heaven and Hell.” He dropped the video on YouTube moments after it was first previewed in the form of a Gap commercial during the live broadcast of the College Football Playoff National Championship on ESPN.
In the video, Ye, wearing a zipped-up leather, black mask, appears to lead a civilization of people all wearing his new black, logo-less Gap hoodie. The visuals coincide with the epic nature of the track, where Kanye’s rapping serves as a buildup to a choir explosion at the song’s end. With masterful scenes of a city in disarray, it depicts Yeezy guiding his people during a rapturous event. As the video closes out, the Yeezy Gap logo appears, and a mass of black-hoodied citizens scrambles to find safety.
Simultaneously with the music video/commercial premiere, Gap launched the sale of the black hoodie on their website for $80, as a re-stock of previous sales that also included a blue hoodie as well. The queue to purchase Yeezy Gap products can be accessed through this link: https://www.yeezygap.com
This is the third Donda song to receive the music video treatment, as Ye released the “Come To Life” visuals from his Chicago listening party days after he dropped the album, and the “24” music video two weeks later.
Check out the “Heaven and Hell” music video by Kanye West below!