Member Brief: Gap, Yeezy, Balenciaga

Sometimes: art, culture, economics, and commerce meet in interesting ways.

In what was a throwaway essay from 2018 on the merging of merchandise, music, and high fashion, I wrote: “The word ‘merch’ is synonymous with throwaway. Or at least it used to be. Gone are the days when famed fashion houses like Gucci focus solely on traditional luxury fashion. Today, their products reflect an affinity for sweatpants, tennis shoes, and modern T-shirt patterns. This has trickled on down to the merchandise industry.” The partnership between Balenciaga, Gap, and the Yeezy brand is the embodiment of this idea, and the partnership concert merch predecessor of sorts.

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