Is It Still Cool To Wear Yeezys?

Following the end of the relationship between Adidas and Kanye West, reports have emerged of objectionable work environment in the Yeezy/Adidas office in California and elsewhere. Are Yeezys still the footwear to be seen in?

A young chap in Adidas Yeezy Slides

By Awang Sulung

Yeezy is over. At least from Adidas’s side of the story, the name is. There are reports that Adidas will release non-Yeezy Yeezys next year. I am not sure if Kanye West is able to continue using the Yeezy name, but I am certain that is the least of his problems. There is still YZY. And, possibly a YZY SZN 10. No Yeezy Days? How about Donda Days? There is Donda Sports, Mr West’s managing agency that represents athletes in branding deals (and they sell stuff, like a hoodie, a pair of shorts and socks, all marked on the website ‘sold out’!). And don’t forget Ye, a name waiting to be slapped on merchandise. If Adidas continues to sell the designs that came about under Yeezy, but without that tainted name, will they still hold any appeal? Is Yeezy the same if it is not Yeezy? I mean, do sneakerheads want them if they look like Yeezys but are just Adidas? Does Adidas Boost 350 V2 have the same ring, even if you know which Yeezy shoe it is? Yes, questions there are, but, frankly, no easy answers.

Two months have past after the news that Adidas potong-ed ties with Kanye West, and a tumultuous year is near the end. Oddly, in a single day, I saw two separate guys wearing Adidas Yeezy Slides—yes, the one Mr West accused the German sportswear giant of “copying”. And in the following week, I saw more. All of them walking with considerable swagger. I think the colour of those slides I saw is the one former Adidas Yeezy (or Mr West? Was he involved in colour-naming?) called “Pure”. Oddly, all of them in that pale shade. On those occasions, I was not sure if I saw anything that wholesome. If bigotry has a colour, might it be that? Those anti-Semitic rants are still kind of fresh (let’s not even talk about his interview with Alex Jones!). And Mr West (I’ll still refer to him as that since he has always been Kanye West, the rapper, to me) has not showed that he is regretful, let alone remorseful, even planning to run for president of the US, again, totally unconcerned that what he spewed before would haunt him on the campaign trail, possibly now not trodden by Yeezys.

Another fellow in the same slide

Warning: the following contains words and descriptions some readers may find offensive

Recap: But what is more disturbing is the news that emerged, revealing the kind of boss and creative head Mr West was while steering the design and production of Yeezys. According to a report by Rolling Stones (they spoke to former staffers who requested anonymity), the rapper-designer was in a constant state of flux, even “pure chaos”. One informer told the magazine: ““It was the most hectic and chaotic experience of my life [and] career.” But poor managerial and operational skills aside, Mr West is described as a belligerent boss, and one inclined to show his sexual side even at work. Another report, headlined Kanye West Used Porn, Bullying, ‘Mind Games’ to Control Staff alleged that in one design meeting, Mr West was displeased with the shoes shown to him. He approached a senior female staffer and said to her, “I want you to make me a shoe I can fuck.” At other meetings with executives, he apparently played porn, showed intimate images and explicit videos of ex-wife Kim Kardashian. Sometimes, he showed “his own sex tapes”. It was also revealed that an open later by the Yeezy team stated that senior Adidas execs knew of Mr West’s “problematic behavior” but “turned their moral compass off”.

According to The Wall Street Journal, the chief executive and his top guys pondered over the potential fallout from its collab with Kanye West four years ago. They knew it might come to this, but perhaps making money was more important? They latter announced that they would US$246 million in profits by taking Yeezy out of the Adidas line-up. What Mr West did with Yeezy that led Adidas to such profitability and then loss was often thought to be a “cultural sensation”, but now he is a cultural pariah, best ignored, even forgotten. I have never owned a single pair of Yeezy, so I can’t say what choosing not to wear them feels like, but one of my buddies did say to me that now when he takes stock of his numerous pairs, “they look like sampah”. This is probably not how others consider Yeezys that cost them not a small sum. You can still get Adidas Yeezys at SNKR Dunk, moral compass not in sight. But do you really want to?

Photo: Jim Sim

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