By John Glenday | Reporter

January 12, 2022 | 1 min read

Fashion brand Gap has announced its new hoodie range in partnership with Kanye West, with the garment featuring prominently in the rapper’s latest music video.

Doubling as a TV commercial, ‘Heaven and Hell’ depicts West’s Yeezy Gap hoodie in a variety of urban and classical environments to show that the all-enveloping clothing choice is a good fit wherever you may be.

The highly stylized black and white video depicts a monochrome vision of heaven and hell populated by inscrutable hoodie-wearing denizens, providing a suitably evocative visual canvas for West’s Donda album.

The Yeezy Gap TV commercial premiered on ESPN during the College Football Playoff National Championship Game on Monday.

Gap has been turning to the star power of the music industry to revive its fading fortunes, including a partnership with Katy Perry covering The Beatles’ All You Need Is Love as it seeks to build individuality.

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