J.Crew and Gap defined how Americans dressed for much of the ‘90s and 2000s. Then, during the pandemic, J.Crew filed for bankruptcy, and Gap closed hundreds of stores. In a bid to change their narratives, Gap and the rapper then known as Kanye West formed a 10-year partnership, Yeezy Gap. In May 2021, J.Crew announced Brenden Babenzian, a former Supreme creative director, would design menswear for the retailer. J.Crew opted to take a more conservative approach and has given itself the best possible chance at success by balancing its offering with products that satisfy both old and new customers. Gap has managed to drive sales from hypebeasts thanks to Yeezy, but it is unlikely they are lifelong customers.