Kanye West’s clothing line has released a surreal video ad to raise awareness of a new product drop in its New York store.
The Yeezy Gap Engineered by Balenciaga collection is now available for the first time at the retailer’s New York Times Square location.
To coincide with the launch, the rapper released a virtual game experience, had a complete redesign of the store, and sent a fleet of matte black trucks to drop the apparel off in other states.
For fans of the brand, it’s an exciting moment as it’s the first time the line has been available to purchase in person.
The store itself was completely stripped back to basics, with piles of clothes waiting to be rummaged through – almost like a thrifting experience.