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Late last night, the artist formerly known as Kanye West debuted a commercial on ESPN promoting his ongoing partnership with Gap. In between Georgia battling it out with Alabama for NCAA dominance, masked figures skulked around street corners in cinematic black and white tones to the thumping bass of “Heaven and Hell”. (In true Ye fashion, the TV spot also doubled as a music video for the song, a head-banging kiss-off from Donda, his latest album.) But the savvy cross-channel promotion didn't end there.
The marketing blitz also included a restock of the Yeezy Gap hoodie, a product that first dropped in September, inspiring a frenzy of online demand in the process. As of this morning, the hoodie is officially available via Gap’s online store, this time around exclusively in black and blue. Made from a beefy double-layer cotton done up in the dark, dusty-hued palette that’s become a Ye signature, the sweatshirt was an instant hit when it released earlier in the year—one millions of people around the world had been eager to get their hands on.
If you’re already familiar with the line’s somewhat convoluted rollout process, you know the drill: once you navigate to yeezygap.com you’ll be prompted to enter some personal information before selecting your size preferences. After that, it’s—relatively—smooth sailing! Per the brand, expected wait time for the hoodie is approximately 4 to 8 weeks, so ready yourself for two months of refreshing that tracking information like a man possessed.
If the Yeezy Gap jacket that dropped sporadically throughout the summer was just a touch too outré for you, now's your chance to score a piece of bona fide fashion history—and a near-definite future grail—that skews decidedly more approachable. (Unlike the jacket, it clocks in at $80.) And let’s face it: cultural pedigree aside, who doesn’t have room in their closet for a game-changing hoodie, especially when it costs less than a Benjamin?
