The Perfect Hoodie sold more in a day than anything in Gap.com history

Yeezy Gap’s hoodie went live on gap.com/yeezy on 29 Sep 2021: $90, US only, six colours, two to eight weeks to ship. By the next morning most adult sizes were gone. Bloomberg reported it’d sold out within hours of launch.

In November Gap told investors what it’d done. The launch had delivered the most sales by an item in a single day in Gap.com history. Seventy percent of the buyers were new to the brand. It’s all in Gap’s third-quarter results, filed with the SEC.

Double-layer cotton, nothing on the hood

It’s 100% double-layer cotton, oversized, with a big pouch pocket and no drawstrings or hood details. The branding’s a YZY tab inside the neck. Kids’ sizes came at $70. Hypebeast said it was the same piece Ye had been wearing, and GQ later said he seemed to wear the blue most. GQ’s Eileen Cartter found buyers calling it “the best hoodie they’d ever seen”.

Gone by breakfast

The lucky ones got theirs in a plain brown paper bag, GQ said, with no branded packaging. Everyone else went straight to resale. Depop asks ran as high as $899.99 the next day, Hypebeast reported.

The market didn’t cool off quickly. About 6,000 had traded on StockX within a month, at roughly 50% over retail, GQ reported, citing Business of Fashion. The blue did best: it was StockX’s most-traded streetwear item every day for a week.

January 2022: a TV spot on ESPN

It didn’t stay US-only. The hoodie went global on yeezygap.com in January 2022, at $80. On 10 Jan Yeezy Gap ran Ye’s Heaven and Hell video as a TV commercial on ESPN, during the college football national championship game. The last restock came on 20 Oct 2022 at $60, five days before Gap pulled Yeezy Gap from its stores.

Gap’s listing never once called it the Perfect Hoodie. Nobody else ever called it anything else.