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

  • ADIDAS OFFICIALLY UNVEILS THE ADI fom Q
    We have now reached a new era in sneakers, one where slides and foam footwear is dominating the market. Whether it’s the crazy look of some of these slip-ons or just because of the extreme comfort level, whatever the reason is, it seems everyone has to have a foam sneaker […]
  • NEW YEEZY SLIDE FLAX DROPPING IN AUGUST
    As the restock list continues to grow for YEEZY Day we will be getting some new releases as well. Last year on YD as far as new releases went, we only seen two. The YZY FOAM RNR Cream Clay dropped first thing, and actually released in stores. The other new […]
  • MORE 450 SAMPLES
    When the 450 was first seen on Ye at Paris fashion week the YEEZY community went crazy over the final version of this model, which had been teased for a few years. YEEZY & adidas did a great job at keeping the initial release quiet, as news about YZY 450 […]
  • NEW ADILETTE 22 SLIDE COLORWAYS SURFACE
    Whether you agree with Ye that adidas is making their own fake YEEZY Slides or not. There is no denying the amount of hype these have. With only 3 colorways dropping so far out of many, these are quickly becoming one of the most popular slides on the market today. […]
  • MORE IMAGES OF THE ADIDAS ADI fomQ SURFACE
    Adidas has long been known for their sock-like running shoes made popular with the Ultraboost. A model that was so hyped at one point, adidas had life long Nike fans trading in their air for BOOST™. That was short lived, as adidas started to base almost every new sneaker around […]
  • MORE YZY SLIDES ON THE WAY IN JULY
    One of the most popular Yeezy models, the slide hype is at an all time high. With Summer in full force and keeping tradition of dropping every few months, the Yeezy slides are back again in the Resin, Bone and Onyx colorway. The Yeezy Slide Bone hasn’t been dropped in […]
  • WHERE TO BUY YEEZY 350 V2 BLUE TINT EUROPE RESTOCK
    Yeezy is about to hit a slow point with only slides dropping in July. On June 24th UK will restock the Yeezy Boost 350 V2 Blue Tint then drops will come to a hault until end of July. With North America only getting the restock last January and Asia Pacific […]
  • NEW YZY KNIT RNR FADE AZURE SURFACES
    One of the newest YZY models is getting a new colorway. The YZY KNIT RNR first released back in 2021 in the Sulfur colorway. This model was met with mixed reviews, as a lot of new YZY models are. Only 2 colorways have released thus far in this model with […]
  • YZY FOAM RNR SAND RESTOCK DELAYED
    With a packed month of June releases coming to a close soon, with the YEEZY Boost 350 V2 Onyx and Bone dropping Monday, June 20th. We were suppose to get 1 more drop this month in the way of a restock, but it’s looking like that’s not gonna happen now. […]
  • WHAT TO EXPECT FROM YEEZY DAY 2022
    Per our recent posts, we just went over some of the new colorways that will dropping on YEEZY DAY. There will not only just be a few new releases dropping, we will see plenty of restocks launching also, here’s the rundown. Starting back in July of 2019, we hear rumors […]
  • WHERE TO BUY YEEZY 350 V2 ONYX & BONE
    BONE As YEEZY continues to pack in as many releases they can for June. After Friday’s drop, They aren’t letting up and restocking the YEEZY BOOST 350 V2 Bone on Monday June 20th. Originally an adidas & YEEZY Supply exclusive launch, the Bone is coming back full force. We will […]
  • YE GETS VOCAL ABOUT ADIDAS COPYING YEEZY SLIDES
    YEEZY has long been a brand that pushes fashion and sneakers forward. First it was sock-like sneakers in the 350 V1 & 2, then starting the whole Dad Shoe craze with the 700. The newest models that you can add to that’s list are the YZY Slides and FOAM RNR. […]
  • WHERE TO BUY YEEZY 700 HI-RES RED, RAFFLE AND ONLINE DROP LIST
    Taking the 700 model away from the usual earth tones, the YEEZY 700 Hi-Res Red comes in a more vibrant take on the model. The Hi-Res Red features a mix of red, black, and grey between its mesh, suede and premium leather upper. A fang like suede overlay on the […]
  • NEW RELEASES DROPPING ON YEEZY DAY 2022
    Since 2019, August has quickly became one of the most exciting months for YEEZY. What was suppose to just be a way to get rid of dead stock in warehouses, has now became an all day semi-annual event in YEEZY DAY. Full of restocks from releases from of this year, […]
  • WHERE TO BUY YEEZY 700 MNVN LACELESS PHOSPHOR
    While the MNVN isn’t the most popular YEEZY model. We are still consistently getting new colorways. Some would say the MNVN’s faults are just the repetitiveness of the model by only changing the color of the upper. While the new laceless version is coming in a previous colorway, Phosphor. The […]