What went wrong in the first Yeezy x Gap drop Kanye don't play jokes

After weeks of rumors and interviews, the long-awaited collaboration between Yeezy and Gap has finally arrived. Or rather, the first drop has arrived. The date is not accidental and falls exactly on the day of Kanye West's forty-fourth birthday, thus resuming the West Day Ever tradition inaugurated last year, when Kanye announced the arrival of his collaboration with the American brand, upsetting everyone a bit. The one that went on stage today is actually a pre-drop, a way to keep the hype alive where someone is starting to lose patience in the face of the prolonged absence of a release date for the one that continues to have all the cards in rule to be the most important collabo of recent years.

What must not happen, both for the fans and for the success of the operation, is to have the claim that a collaboration of this type can only be successful in the United States when it represents a step forward for the fashion system. It's not just because of Mowalola's involvement or Marc Jacobs' enthusiastic commentary, but because of the weight Yeezy x Gap may have for the entire streetwear movement as it moves from niche to crowd. Gap, however, seems to have wanted to use the collaboration with Kanye West and the related announcement as a lifesaver to attract attention to the brand well before the collection was ready. If on the one hand the design and creation of an entire line takes time, on the other hand the continuously growing Gap shares and the half-mouthed statements of the company's spokespersons seem to tell a brand in some ways struggling with something greater than its capabilities.