14 Aug

Dear Kanye, What Are you Doing to Yeezy?

“Eventually, everybody who wants to get Yeezy’s will get Yeezy’s.” What Kanye said in On Air with Ryan Seacrest back in 2015 and what we couldn’t believe back then, is actually happening. You can buy Boosts for 250 dollars on StockX and collections keep on releasing. In fact, Kanye West just posted sketches for nine new sneaker models and the brand received a valuation of 1.5 billion dollars.

Yeezy. Nobody in Generation Y needs an extra explanation when saying the word. It’s king Yeezus’ brand, it’s the famous shoe, it’s Adidas. And for the past few years, it has been part of instagramfeeds, hypebeasts and streetwear fanatics. Although the man himself isn’t always as loved as he once was (remember the discussion about slavery), his shoe- and clothing line is popular. The popularity of the brand just got a number: the brand received a valuation 1.5 billion dollars, which makes West next in line to become a billionaire.


It seems like the popularity of the brand will never stop, and neither will the collections. West just posted a picture on Twitter with sketches for nine new sneaker models, which means there’s a new collection coming. Again. This time, Yeezy is entering the world of Jordan with a model designed for playing basketball. And although his sketches got roasted on Twitter, the shoes will sell out and people will go crazy for them. Or is the Yeezy-fairytale too good to be true?

‘Limited edition Yeezy’s’

Back in the days, West worked with Nike and made some historical shoes such as the Air 2 Red Octobers. Although it’s been some years, the shoe still goes for a shitload of money on StockX. Ever since West started working with German brand Adidas, his collections and designs changed. Changing to another company means different shoes, but for West it simply meant more shoes. Instead of dropping one limited edition sneaker, which made history, he keeps on releasing the same model in new colors. The boost 350 V2 came out in twelve colorways. Kanye, some of us start seeing them in our nightmares.

The drop down

StockX, the website who keeps track of the sneaker market, shows how much Yeezy has dropped. For example, the Yeezy Boost 350 V2 Butter had a retail price of 220 dollars. It dropped in June 2018, and has a current value of 249 dollars. Same story with the 500 Super Moon Yellow, which only rose 19 dollars. In comparison with the Air Yeezy 2 Red Octobers, which you need five grand for, the value of the famous sneaker shrinks. Due to the more frequent releases with larger numbers and restocks it seems as if the resell era of Yeezy has passed. But was this Kanye’s plan all along?

Can’t tell me nothing

We all know Kanye is a mastermind when it comes to marketing. Remember his paparazzi campaign and the Butter campaign this year? We’ve got to give him credit for that, but giving him credit for his current collections? Could you imagine a brand such as Louis Vuitton dropping the same shoe for seven seasons, only to change the colorway? And in Yeezy’s case, the colorways look a lot like each other. Fifty shades of beige isn’t really a fashion statement. It’s time for Kanye to come up with something new before he kills Yeezy himself. But after all, no one loves Kanye as much as Kanye. So even if no one in the whole world is buying Yeezy’s, he’d still make them and he’d still be a fan himself. And let’s be honest, that’s what makes Kanye King Yeezus.

Photo credit: Yeezy, Kanye West on Twitter, Yeezy Mafia on Instagram

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