Rapper Kanye West is ending a once-celebrated partnership with retailer Gap, who had hoped the collaboration could breathe new life into his brand.
Mr West accused the company of failing to honor the terms of the deal, including failing to open standalone stores for his fashion label Yeezy.
The agreement with Mr West, who goes by the name Ye, was hailed as potentially transformative when it was announced in 2020.
But there were signs of tension.
The first item produced under the partnership, a US$200 (£173) down jacket, was not available for sale for a year. That led to reports that Gap was frustrated by the slow rollout of Yeezy products, which included a brightly colored monochrome hoodie for $90.
Mr West, meanwhile, has repeatedly criticized the company on social media, accusing it of copying its blueprints, barring it from meetings and ignoring its requests to join the board.
Gap, which has faced its own internal struggles this summer, including the firing of its chief executive officer, did not respond to a request for comment.
Mr West’s lawyer, Nicholas Gravante, said Mr West tried to resolve the issues with Gap but “got nowhere”. He sent a letter to Gap on behalf of Mr West, telling him his intention to end the deal on Thursday.
“Gap gave him no choice but to terminate the agreement,” he said. “You will now move forward promptly to make up for lost time opening Yeezy retail stores.”
Mr. West, who made his name as a rapper in the 2000s before turning to fashion, has long had big aspirations for Yeezy, known for its sell-out sneakers, foam slides, and boxy, oversized clothes in colors like beige and black is .
The company, which Mr. West owns, was valued at $2.9 billion in 2020 when the 10-year deal with Gap was announced.
Since then, the two companies have been working together with the high-end fashion label Balenciaga. The latest results of this collaboration – a range of black t-shirts, hoodies and anoraks – caused quite a stir when they went on sale this summer from what appeared to be large garbage bags.
This partnership will be governed by a separate agreement, according to the letter sent to Gap on Mr. West’s behalf.
Mr West also has a partnership with Adidas that expires in 2026.
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