Over the past few decades, the rapper from Atlanta has made a significant leap into the fashion world and has notably made a name for himself as a designer. Whether in sportswear or streetwear, Kanye West has built an empire that has rooted itself in sneaker culture with his label Yeezy affiliated with Adidas. As Yeezy Day approaches for our greatest pleasure, the artist is once again at the center of the news.
Indeed, according to TMZ, the rapper and his legal team have filed a trademark for “YZYSPLY”. So, what is the multi-faceted artist preparing for us? What can we expect?
Retail stores on the way?
On June 29, 2022, West’s Mascotte Holdings, Inc. filed a trademark named “YZYSPLY” for “retail stores, retail store services, and online ordering services and online retail store services available on a global computer network,” according to documents from the United States Patent and Trademark Office.
Of course, this seems surprising, as Ye already has an online platform Yeezy Supply that allows him to offer his limited edition silhouettes in addition to the Adidas Confirmed app where Yeezy drops are scheduled.
Moreover, West also has a ten-year contract with Gap, a famous American ready-to-wear chain. Indeed, partnered since June 2020, Yeezy x Gap plans co-branded textile collections for a decade designed for Men, Women, and Children. Designed by Kanye West's teams, these Yeezy x Gap pieces are sold in Gap stores and on the ready-to-wear brand's website and do not exceed €100 at retail.
Photo Credits: @yeezyxgap (Instagram)
What seems certain is that Kanye West is interested in his own brand expansion. An unconditional creative and avant-garde with increasingly bold designs like his latest silhouettes such as the Yeezy Foam Runner or the Yeezy BSKTBL Knit, could the rapper be bringing the logical continuation to his label?
What opportunities for “YZSPLY”?
The media TMZ reports that Ye is ready to sell much more than shoes. Indeed, he plans to offer clothing items such as t-shirts, crewnecks, shirts, jackets, but also a wide range of various accessories.
Photo Credits: @nicekicks (Instagram)
This will undoubtedly be an opportunity to discover new iconic items from Ye's overflowing imagination that, as usual, pushes the limits of creation.
"There’s something about the way clothes go and feel and the emotion they give you and the details that excite me and that I’ve been addicted to since I was five years old,” he stated in 2015 to Vanity Fair.
Involved in numerous projects like the Concept Car he unveiled some time ago, the rapper has not yet provided additional information on this ambitious opening of physical stores. Clearly, if “YZYSPLY” comes to fruition, many stores should spring up and perhaps even emerge in France.
While nothing is certain at the moment, discover the pairs we might see on the occasion of Yeezy Day 2022 and stay tuned for more additional information!