As seen on Unboxed Issue 53. The Unboxed newsletter covers the most important stories of the week across sneakers, sports, and fashion straight to your inbox on Mondays.
Last week, we got another taste of the highly anticipated collaboration between Kanye West and GAP. The blue hoodie Kanye had famously been wearing around was finally made available to purchase. The hoodie came out in 6 different colorways and were available for preorder in adult and kid sizes. When Ye was first seen wearing samples, one noteworthy detail was the hoodie pocket, or in this case, the lack thereof. Seeing quite a large pocket hit the retail versions is definitely a welcome addition. At $90, it certainly pushes the limit of what can be considered ‘budget’, which is the price point the collaboration was originally meant to deliver. On the other hand, that’s as affordable as a Kanye designed hoodie has ever been. That didn’t make much of a difference as the hoodie inevitably sold out within the first day.
Yeezy, and the industry as a whole, have been known to stage sellouts to keep up brand appearances, and it wouldn’t surprise me to see them do waves of drops to keep us all interested. We’ll have to wait another week or two to find out if the $90 price is warranted on these hoodies, but at the same time, it may not matter since Ye has shown that he can sell anything he puts his name on.
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