Around 9pm last night on January 10th Ye dropped the video for HEAVEN and HELL. As always in his videos, the visuals didn’t disappoint. It starts out with a handful of people on screen in all black with hoodies over their head and a thin mask covering everyone’s face. Then you notice as the song goes on everyone in almost every scene is dressed in the same attire.

Of course if your watching the vid you’re obviously a fan of Ye, so it’s not hard to notice that the hoodies are the recent YEEZY GAP that dropped a few months back. That’s including the scenes where it’s a sea of people floating on an “assembly line” throughout the sky. Then it cuts to Ye rapping but you can’t see his face as he brought back a mask of his own. Which looks to be made of a thicker material with what appears to be a 3M stripe going down the middle. If I had to guess it’s likely engineered by BALENCIAGA as the cutouts for the eyes are similar to the masks Ye dropped during the listening parties.

Now to the Marketing Genius part. The song is coming to the end and all of a sudden the YZY GAP logo pops up for the last couple seconds. At first you feel it’s kinda out of place for a song called HEAVEN and HELL , but you chalk it up to everyone wearing the hoodie in the video. Not too long after the video drops, YZYGAP goes live for a shock drop pre order of the Black and Blue hoodies. This is something that no one was expecting. Soon after the word got out, social media went crazy with the community trying to make sure everyone that missed out on the first round got a chance to cop this time.

What a perfect way to drop merchandise. We got a dope video to a dope song, and I’m sure there was more than a few people thinking during the video. I hate I missed out when the hoodies dropped. Then one shock drop later and you get your second chance. Stuff like this is why Ye is the marketing GOAT.

Let us know on our social medias what you thought of the video. Were you able to cop on the shock drop? Make sure to keep it locked here to be notified first every time we post about any upcoming Yeezy Launches and news, we post here before Instagram.

YZY GAP HOODIE SHOCK DROP
RELEASE: JANUARY 10th
COLORS: BLACK/ BLUE
RETAIL: ADULTS $80 KIDS $60
WHERE: YEEZYGAP.COM

Images via Ye from his HEAVEN and HELL video

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