The History of Kanye West's Yeezy Brand
Kanye West is known for many things, from his music to his fashion sense, but it's his Yeezy brand that has truly made him a force to be reckoned with in the sneaker and fashion industries. As of 2020, the Yeezy brand has a net worth of $1.3 billion, according to Forbes, making it one of the most successful brands in the world.
How Kanye West's Yeezy Brand Began
The success of the Yeezy brand can be traced back to West's early collaborations with brands like Bapesta and Louis Vuitton. These collaborations helped him establish his identity as a multifaceted artist and fashion designer and set the stage for his future forays into sneaker design.
One of West's early collaborations was with The General in 2007. Together, they released a Bapesta sneaker that featured the Dropout Bear logo, marking West's entry into the retail footwear industry. This collaboration was notable for its fusion of different eras and styles, and it set the stage for West's future sneaker designs.
The following year, West teamed up with Louis Vuitton for a collection that reflected his eclectic style. The collection featured a range of designs inspired by West's friends and collaborators, including the high-top Jasper sneaker. Named after West's personal barber, Ibn Jasper, the Jasper sneaker was particularly popular for its swooping straps and futuristic design.
The Nike + Yeezy Partnership
In 2009, West collaborated with Nike's Mark Smith to create the Air Yeezy sneaker. The sneaker was designed to look like a shoe suitable for "walking on a space planet," and it featured three different variations. The Black/Pink colorway, also known as the 'Blink' colorway, gained popularity after it was seen on West's feet in the music video for Keri Hilson's hit single, "Knock You Down."
West's partnership with Nike continued with the release of the Air Yeezy 2. This sneaker drew inspiration from tennis star Andre Agassi's style, and it added edgy details like reptilian scales and Egyptian influences. The Red October variation of the Air Yeezy was released through a random tweet from the @nikestore account in February 2014, effectively concluding the Air Yeezy saga.
The Birth of the Yeezy + Adidas Collaboration
In 2015, West joined forces with Adidas to release the Yeezy Boost 350 at New York Fashion Week during the Yeezy Season 1 show. This sneaker was a game-changer in the lifestyle running trend, with its slip-on style and Boost technology appealing to consumers all over the world.
The 'Turtle Dove' version of the Yeezy Boost marked a new chapter for both Adidas and West. Selling for $200, this sneaker eventually became available in sizes for infants, Instagram models, and NBA players alike. This release showcased the power of exceptional design to blur the lines between genres and appeal to a wide audience.
The Continued Success of the Yeezy Brand
Since the release of the Yeezy Boost, the Yeezy brand has continued to launch new sneaker models. The Yeezy Boost 700 and Yeezy Boost 500, for example, have generated enormous buzz and have sold out rapidly. The brand's influence has also extended beyond sneakers to include clothing and accessories like jackets, hoodies, and backpacks.
But what makes the Yeezy brand so successful? One factor is undoubtedly West's innovative and distinctive designs. His sneakers often incorporate unexpected elements, such as the reptilian scales on the Air Yeezy 2, and they always have a unique and eye-catching look.
Another factor is West's collaborations with other brands and designers. His partnerships with Nike, Louis Vuitton, and Adidas have all been hugely successful, and they have helped to bring his designs to a wider audience.
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