A simple black hoodie is in high demand.
Searches for “Gap hoodies” soared 287 percent in the hours following the Monday night release of Ye’s music video for “Heaven and Hell” from his 2021 “Donda” album, according to Lovethesales.com.
The video features characters dressed in black Yeezy Gap hoodies and face coverings that resemble the meme-worthy mask that Balenciaga—Ye’s latest collaborator—dressed Kim Kardashian in for the 2021 Met Gala.
The video has had a positive halo effect across Gap and Yeezy products. Lovethesales.com, a website dedicated to online sales, also reported that searches for “black Gap hoodies” jumped 61 percent; searches for “Gap products” leaped 18 percent; and searches for “Yeezy products” increased 17 percent.
The music video’s debut coincided with Yeezy Gap dropping the black hoodie online for preorder. The 100 percent cotton, double layer top is available in black and blue in unisex sizes for adults and kids. The hoodie ship in 4-8 weeks and retails for $60-$80.
The “Heaven and Hell” video starred in a Yeezy Gap commercial that aired on Jan. 10 on ESPN during the College Football National Championship game. It is the first commercial coming out of the multi-year partnership. Previous marketing efforts included projecting the collaboration’s first product, the blue round jacket, on iconic buildings around the world.
On Friday, Yeezy Gap announced that Balenciaga creative director, Demna (formerly known as Demna Gvasalia), would be joining the collaboration for products branded as Yeezy Gap Engineered by Balenciaga.