Kanye West’s Gap partnership has an unpredictable launch in stores

Kanye “Ye” West is no stranger to controversy. Between his high-profile relationship drama and frequent social media rants, it’s hard to predict what the rapper will make headlines for next. His clothing line, Yeezy, is often criticized for its trend-setting designs, which are often over the top and different from other, more practical garments.

While it’s easy to poke fun at Yeezy’s unique releases, the brand has been undeniably influential. Forbes called Ye a billionaire, in large part due to the brand’s success. One insider noted that streetwear’s viral marketing campaigns have often served as “artistic expression while its distribution strategies are mass.”

Well, it seems that Ye is using his creativity in distribution tactics as well…but Twitter isn’t pleased with his latest efforts. Just ahead of the launch of Yeezy’s latest collaboration with Gap, Ye shared an Instagram post that said “the homeless should be the greatest inspiration for all design.” Ye’s application of this mindset has resulted in Yeezy displays that are impractical at best and insensitive at worst.

Yeezy clothing will be displayed in garbage bags

When Kanye “Ye” West’s latest Yeezy drop made its way to Gap clothing stores, videos of the manufactured displays her way to twitter. The garments are seen stacked in oversized garbage bags. A buyer shared his experience, Write, “The seller said Ye got mad when he saw they had it on hangers and he wanted it that way.” They also found that the pieces weren’t organized by size, forcing customers to just dig.

If this was Ye’s tribute to “the homeless,” many were not amused. “Balenciaga & Kanye’s fetish with the homeless … it’s everything that’s wrong with billionaires … they don’t see the people who are suffering, they see opportunities to be ‘nervous.'” wrote a user. A commenter on Yes’s Instagram post also spotted a certain irony: “Yes look to the homeless so we can sell $499 shoes to the middle class.”

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Aside from the looks, many pointed out the annoyance that the atypical displays would cause for the workers. “Underpaid GAP employees have to clean up customer chaos every 15 minutes…because a billionaire thought it looked cooler.” wrote one. Others thought there must be one social experiment. If Yes’s hope was to attract attention, he certainly did. one Person pointed out the subtle ingenuity of the plan: “…when it goes on display you’ll see that it’s literally just a pair of baggy black sweats…Browsing through it makes it seem like people are interested in what Piques interest. That’s it.”