As Kanye West publicly breaks his association with GAP, the company’s shares plummet.

When GAP, a fast fashion retailer, opted to work with Kanye West, they ought to have realized what they were getting into. His prior attempts to have complete control over not just the artistic component of his designs but also the manufacturing with Nike and Adidas are instructive.

West is one of the most prolific and innovative creative brains in the world, despite the instability of many of his ideas. Kanye West had a very clear strategy when he first started working with GAP, but the corporation flat-out refused to follow it. West promised to take his fight to GAP after he and Adidas had a falling out over creative issues, and that’s precisely what he did.

Kanye West described his desire to produce great couture that might be affordable for people during a bizarre interview on CNBC. GAP wanted to sell his products for hundreds of dollars each, thus they never planned for this to happen. Kanye started his internet campaign against GAP as soon as he saw that they weren’t complying with his requests. He no longer has a deal with GAP, though, as a result of his appearance on CNBC, which served as the last nail in the coffin.

He expressed the following: “To work for the Gap and spread the word about the greatest product available has always been a goal of mine. Sometimes when I spoke to the men, the leaders, it seemed as though I had been put on mute or something.” GAP’s shares on the US stock exchange have decreased by over 4% since the announcement.

All media received the following email response from GAP CEO Mark Breitbard: “We wanted to comment to the news stories about Yeezy Gap from today and the previous few weeks. Simply said, while we have the same goal of making high-quality, trendy, functional design accessible to everyone through distinctive omni experiences with Yeezy Gap, our approaches to achieving this goal are not compatible. And we’ve made the decision to end our collaboration.”