B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • News Corp
  • Married At First Sight
  • NRL
  • Cairns Hatchlings
  • Channel 10
  • Anthony Albanese
  • WPP
  • oOh!Media
  • Special
  • Ten
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Retailer Gap’s Stock Falls As Kanye West Brutally Scrubs Partnership
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Retailer Gap’s Stock Falls As Kanye West Brutally Scrubs Partnership
Media

Retailer Gap’s Stock Falls As Kanye West Brutally Scrubs Partnership

Mary Madigan
Published on: 16th September 2022 at 10:57 AM
Mary Madigan
Share
2 Min Read
SHARE

Kanye West has announced he is ending his partnership with the Gap, causing the retailer’s stocks to dive.

“I’m going to give you a minute!” But Kanye West is the best man ever at making the news and generating buzz.

Unlike us, mortals, West doesn’t need a new album launch to make headlines. Instead, he can take over the news cycle with his usual unpredictable style. So what has he done today? Well, he is cutting his collaboration with retailer Gap.

West’s previous collaborations with the brand have been considered hot property and sold out. That icon blue puffer jacket! Who could forget it? Plus, West’s success with his fashion house Yeezy is very impressive.

Any fashion fanatic worth their salt, won’t be happy with this news. It’s also a big move when you consider that West has famously spoken about working at one of the stores as a teenager and announced his goal is to become the creative director.

But that dream is dead, and it is costing Gap.

The Guardian reported that Nicholas Gravante, West’s attorney said in an email statement, “Gap left Ye no choice but to terminate their collaboration agreement because of Gap’s substantial noncompliance.”

Kanye then appeared on a CBNC, and, when asked why he wanted to walk away from Gap, he said, “I’m sorry, but I’m not going to argue with people broker than me about money!”

While he speaks, you can see the stocks plummeting in real time.

Kanye called them broke boys 💀💀pic.twitter.com/mHfWfeTxYf

— Ahmed/The Ears/IG: BigBizTheGod 🇸🇴 (@big_business_) September 15, 2022

Naturally, the internet is reacting to the drama.

YE SENT NOTICE OF TERMINATION TO GAP pic.twitter.com/WFAGbnXh82

— YEEZY MAFIA (@theyeezymafia) September 15, 2022

Kanye announcing his termination with Gap and they got the live feed of their stock crashing😂😂 pic.twitter.com/JdAosIsBKE

— Debating Hip-Hop (@DebatingHipHop_) September 15, 2022

Liza Minnelli has outlived the partnership between Kanye West and Gap. The Yeezy Gap apparel line deal, announced in 2020, was supposed to last 10 years

— LizaMinnelliOutlives (@LiZaOutlives) September 15, 2022

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Kayne West
Share
By Mary Madigan
Follow:
Mary Madigan began her career working for ex-Vogue editor and chief Kirstie Clements and has since done everything from PR to tutoring at The University Of Notre Dame. Mary Madigan was a journalist at B&T until 2022.

Latest News

They’ve Hatched! Presenting Our Inaugural Cairns Hatchlings Winners, Presented By Yahoo!
15/05/2025
Feast Your Eyes On The Magnificence Of The Cairns Crocodiles Awards Winners!
15/05/2025
Seven West Media’s News Boss Departs To Lead Perth Bears
15/05/2025
Cairns Is Booming, Your Business Could Too
15/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?