Gap x Yeezy — The Trash Bag Collection

Ye’s Gap x Yeezy 'Trash Bag Collection' (2022) alienated both luxury shoppers and Gap’s core audience by displaying shapeless, overpriced garments inside giant contractor-grade garbage bags. This stunt cost Gap $200 million in unsold inventory and damaged brand perception for years. Despite a $70 hoodie price—40% higher than Gap’s typical average—the material felt cheaper than the average fast-fashion rival, with threadbare fleece unraveling after three washes. It sold fewer than 15% of its initial production run, making it slower to move than the #9 Fendi x Fila logo swap, which cleared 40% of its inventory. Concrete data: $200 million loss, 15% sell-through rate.