A New Era of Yeezy – Kanye West's Brand Doesn't Avoid Controversy

Yeezy has become one of the most talked-about stores in the fashion and pop culture space, not only because of the clothing it offers but also because of the controversy surrounding it. Created by rapper and creator Kanye West (now known as Ye ), the brand has been synonymous with innovation in streetwear and sneakers for many years, combining minimalist forms with luxurious design and models that set trends in the industry. One of the main factors in the brand's current recognition is the controversy surrounding the designs, Kanye himself, and his tumultuous collaboration with Adidas. 

The new Yeezy store offers customers a variety of products —from T-shirts and hoodies to pants and accessories—often identified by simple SKU codes like TS-01 or HD-03 , characteristic of the brand's aesthetic. Kanye also offers his own Yeezy Slides in the form of the YS-01 —simple slides inspired by the iconic Adidas Yeezy Slides , but sold without logos. This strategy was intended to attract fans who remember the immense hype surrounding the classic Yeezy Slides , which became one of the brand's most recognizable elements during his years with Adidas.

The history of the Yeezy Slides and their impact on fashion is significant not only for their sales success but also because they became a point of contention between Ye and his former business partner, Adidas. Known for their minimalist form and earthy color tones, the Slides became one of Yeezy's most iconic products, often copied or "inspired" by other brands. Ye publicly accused Adidas of copying his slide design, claiming that the new Adilette 22 model was "fake Yeezy Slides," which sparked a media debate about originality and design rights in the sneaker world.

The context of this situation is broader. Adidas officially ended its partnership with Ye and sold all remaining Yeezy inventory after terminating the contract in 2022 due to Kanye's controversial statements, which also led to the removal of references to the brand from the Adidas website and the withdrawal of products from their platform. The new Yeezy.com continues the brand's aesthetic and strategy independent of past partners.

The brand's current operations are not without high-profile problems. In February 2025, the Yeezy.com platform was removed after a controversial t-shirt featuring a swastika symbol appeared, sold after a Super Bowl commercial. The brand is grappling with image problems stemming from the Kanye controversy. The new era of Yeezy, with clothing and accessories sold on its own website, is a continuation of the iconic brand that once set trends in streetwear. Time will tell if the rapper's new strategy proves successful.