THE RICH JOURNEY OF KANYE WEST

Always eager to create products under his own name, Kanye West begins his ascent by creating the brand Pastel. The polymath artist then collaborates with several streetwear brands as BAPE or Nike. These collections will later become classics but will not all have an immediate success.

Avant-garde and visionary to the end, he also associates with Louis Vuitton for a series of sneakers. Dissatisfied and frustrated by these various collaborations, it is in 2015 that he crosses the path of the sports equipment supplier Adidas, ready to offer it, not a simple collaboration, but the creation of a common entity in the manner of Nike and Jordan. From this meeting is born the brand Yeezy, founded alongside Virgil Abloh. who created its own brand Off-white and became later the current artistic director of Louis Vuitton.

YEEZY ICONS

This in-depth collaboration first gives life to the Yeezy 750. Strongly resembling the Nike Air Yeezy II, a sneaker from the preceding the partnership with Nike, the model released in extremely limited edition makes the buzz and quickly unchains the crowds. Strong of this first success, Ye relapses and reveals the model that will be the most prized and popular of the entire career of designer footwear, the Yeezy Boost 350v2. With its futuristic and aerodynamic design, the pair quickly became the must-have silhouette of the last few years.

It greatly contributed to popularising and democratising the limited edition sneaker system we know today with hand-picked re-tailers and a draw to win the right to buy your version of the model.
Other more avant-garde models ranging from the Yeezy Slide to the Yeezy Foam Runner will reinforce Ye's position as a pioneer in sneaker culture. It has become a reference in the world of streetwear, Yeezy and Kanye West have made a place for themselves in popular culture and in the hearts of sneaker fans!

TECHNOLOGY: BOOST AND PRIMEKNIT

Kanye West places great importance on the finishes and materials used in the design of its silhouettes. Playing with suede, mesh, 3M reflective fabrics, he doesn't hesitate to associate the materials with each other. But what represents and symbolizes the flagship model of the Yeezy, it's the technology Boost with his 350 silhouette. The Adidas Boost technology is the result of collaboration between the Adidas Innovation Team and chemists from the BASF Group. Thus they manage to revolutionize the sneaker and running market with a midsole composed of mini particles allowing to absorb shocks while redistributing energy in the stride. The Yeezy therefore becomes the ambassador for the Boost thus opening its influence to the whole world.

But what makes this iconic model so comfortable is also its fabric Primeknit. It is characterized by a very flexible and very resistant weave taking the shape of a seamless slipper. Once again, this technology, which was designed primarily for running, is going to be associated with the influence of Yeezy to put the silhouettes back in the spotlight... Adidas Lifestyle. The technology can be seen in particular Adiprene on the sole of the Yeezy 700v3 just like the famous Yeezy 500 offering great comfort. Note the change in materials used on the Yeezy Slide with an EVA foam that guarantees unparalleled comfort. If you're looking for a comfortable sneaker with a real innovative design dimension, you've come to the right place, Yeezy is your friend.