Yeezy x GAP Strikes A 10 Year Deal And "God's Country" is full steam ahead
A few days ago, Kanye West announced a 10-year partnership deal with American retailer, Gap. His latest drop?
“Wash Us In The Blood,” a new song as well as video release that teases the mogul’s upcoming album, God’s Country. It’s clear to see that Mr.West certainly has quite a lot planned for the near future.
Before we get into Kanye’s music, lets recap his unprecedented Yzy x Gap collaboration.
The multi-year partnership between Gap and Yeezy is said to involve a co-branded array of apparel deigned for men, women, and children that is set to launch in the early half of 2021. The collection which will be sold in stores as well as online, is predicted to help revive sales and garner more attention for the Gap company.
Aside from the anticipated profitable aspect of this alliance, Kanye seems to be particularly pleased at his new team up as he conveys in a handwritten message to shoppers of the chain store, which was subsequently blown up and placed over the Chicago store he often frequented as a teen.
In his message, he states how “he is so humbled at the opportunity to serve,” and also notes how he put his “heart into the color palette and every detail.”
Mowalola | Image via Getty
Additionally, Kanye revealed the appointment of Nigerian-British fast rising designer of the eponymous brand, MOWALOLA, as the design director for Yeezy Gap.
This news came as a shocker to most of us; however, Kim Kardashian West took to Instagram on Father’s Day posting pictures of herself, Kanye, and North clad in custom MOWALOLA. In hindsight, a tactful foreshadowing of incredible news to come.
Now, we focus on Mr.West’s new song, “Wash Us In The Blood.” The new track which features the sonic embellishment of Travis Scott, is a visual and lyrical commentary on the current climate of the world, especially targeting America, “God’s own country.”
The music video depicts what appears to be a black Jesus, or at least Kanye’s perception of one; black femininity, black masculinity, black religion, the coronavirus pandemic; and police brutality. Fragmented, distorted, and explicit; the song undeniably reflects the times and perhaps everyone’s present state of mind.
