Kanye West’s Yeezy brand appoints Nur Abbas as head of design – WWD

0

Yeezy has a big new design boss.

On Tuesday, the fashionable brand created by Kanye “Ye” West, appointed Nur Abbas as head of design, a new position within the company.

Abbas had been at Nike for five years, most recently as design director for Nike ACG, a position he had held since November 2020. Prior to that, he was also a designer for Nikelab Apparel, according to his LinkedIn page. Previously, he worked in Paris as chief menswear designer for Uniqlo for a year, was senior menswear designer for Louis Vuitton for almost 10 years and was a designer for Gucci for two years. At Yeezy, he will report directly to West.

In his new position, Abbas “will work to further expand the Yeezy empire, working directly with Ye to lead and launch special projects for the Yeezy brand,” the company said.

He will work on all of West’s projects, which include Adidas, Gap and Stemwear, a clothing line connected to his Stem Player music device, as well as merchandise associated with his music career.

“I’m thrilled to work with Ye because he cares so much about design and changing culture,” Abbas told WWD. “At Yeezy and Gap, I’ve met some of the most talented people and teams, and I look forward to working with them all to expand this new creative vision to the world.”

He was not available for further comment.

In June 2020, West signed a 10-year deal with Gap to create modern, elevated basics at accessible prices under the Yeezy Gap name. According to Bloomberg, the deal is worth $970 million. Since then, two collections have been released under the Yeezy Gap name as well as a capsule called Yeezy Gap Engineered by Balenciaga, a collaboration with Balenciaga creative director Demna, which released its first limited-edition product in February. It featured a new logo, a play on the reimagined Gap box logo in black with YZY in capitals.

The Gap collaboration isn’t the first time the two have worked together. They had also teamed up in the past, with Demna acting as creative director for West’s “Donda” album release events.

While the buzz on social media has been unprecedented around the product drops, it’s hard to get any concrete details on how the range is performing. In its fourth quarter earnings call earlier this month, Gap only said it was “looking into ‘its Yeezy Gap line and the Balenciaga capsule’ to further expand its reach and relevance around the world. Now Gap has landed these great partnerships, the coming year will be about scaling them to drive sales,” said Sonia Syngal, CEO of Gap Inc.

Earlier, during the company’s third quarter earnings report in November 2021, Syngal said the Yeezy Gap Perfect Hoodie “generated the most single-day sales per item in gap history. com. With over 70% of Yeezy Gap customers buying from us for the first time, this partnership unleashes the power of a new audience for Gap: Gen Z plus Gen X men from diverse backgrounds.”

The hoodie was also featured in West’s “Heaven and Hell” music video from his album “Donda.”

Bloomberg reported that Yeezy Gap was expected to generate $150 million in sales in 2022 and could become a $1 billion brand by 2023. However, the amount of merchandise that was released fell short of expectations for Gap, including sales for fiscal year 2021 were $16.7 billion. . Although the first products were set to release in 2020 with full collections in 2021, it wasn’t until June 2021 that the first piece, a $200 Round Puffer, was released, followed by the hoodie in September. The Yeezy Gap website shows a Dove hoodie for $240, a three-quarter, long-sleeve, or seamless t-shirt for $140, a logo t-shirt for $120, slim-fitting track pants for $180, a padded denim jacket for $440 and five-pocket jeans for $220 – neither of which are in stock.

But despite his high notoriety, West is also polarizing. He was banned from Instagram, one of his biggest channels where he has 15.8 million subscribers, for violating the company’s harassment policy by using a racial slur against Trevor Noah, host of ” The Daily Show”. Noah was reacting to West’s posts about his now ex-wife Kim Kardashian, saying it was “terrifying to watch.”

In addition to his Gap collection, West also has Yeezy shoes with Adidas and has produced his own line of luxury streetwear under that name.


Source link

Share.

Comments are closed.