Kanye West has taken his feud with Gap to a whole new level

It’s perhaps not entirely inaccurate to say that not a day goes by that Kanye West, also legally known as “Ye,” doesn’t spark some sort of controversy. Whether it’s about his businesses or his ex-wife Kim Kardashian, there’s a good chance the rapper and creative is making the headlines for one reason or another. West’s latest drama falls more into the business relationships category than his personal life, and it’s all to do with his relationship with American clothing retailer Gap.

According to The New York Times, West inked a 10-year business deal with mall mainstay Gap for the Yeezy Gap collection in 2020. However, it wouldn’t be surprising if the deal ended earlier, as West has now accused the company of ripping off a Yeezy Gap Engineered by Balenciaga design for the brand’s regular non-Yeezy label. The day before, he accused the brand of holding a “meeting” without him.

So yes, things have taken a bad turn for the worse – and there doesn’t seem to be much hope of recovery.

Kanye West unleashed the drama on Instagram

Kanye West took to Instagram on Aug. 31 to share a screenshot of his text messages with an unidentified recipient, in which the person had shared with West what appeared to be an Instagram screenshot of a Gap product photo. In the photo, a model wears a dark t-shirt with the Gap logo on it. The unidentified person in the screenshot claims that Gap is copying the Yeezy Gap Engineered by Balenciaga (or “YGEBB”) collection, to which West responded with “Exactly.” West also wrote in the caption, “But they canceled the photoshoot with my kids in Japan unbeknownst to me.” (He didn’t elaborate on that point; however, he shares four children with Kim Kardashian.)

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Hours after posting the claims, West continued his crusade, claiming that Gap promised to open brick-and-mortar Yeezy stores. The star said that instead of waiting for the franchise to be delivered, he would open the stores himself, beginning in Atlanta. And if you’re worried if Ye has the connections to pull it off, fret not — he revealed rapper 2 Chainz can link him to the Atlanta mayor’s phone number. Finished!

West has previously confessed to his collaboration with Gap and defended the Yeezy Gap Engineered by Balenciaga collection against criticism for selling items made from black construction bags, which many online commentators compared to “garbage bags”. West explained in an Aug. 18 Fox News interview, “Look man. I’m an innovator. And I’m not here to sit up here and apologize for my ideas.”