YZY’s $ 90 hoodie sells at Gap, resurfaces for $ 900 on Depop

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There was little marketing needed to kick off Kanye West’s second collaboration with Gap. After the hit nylon jacket debuted for pre-order in June – a round-shaped, non-zippered puffer jacket in bright blue that became an immediate sale – the YZY brand quietly raised the share price. Gap.

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.


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