Does the persistence of a scandal-scarred brand signal genuine staying power or simply consumers’ willful ignorance?

The Adidas Yeezy Boost 350 V2 ‘Semi Frozen Yellow’ from 2017

By Awang Sulung

I have never been a Yeezy fan, so it was easy for me to forget the brand as quickly as I forgot what it was like to wear school uniforms. Yeezy did not exactly leave our fashion consciousness with tremendous elan or grace, yet the brand still lives on. I get it that people forget the bad past easily and quickly. When many, for example, still cough publicly with their mouths open, you wonder if they have dismissed that we have experienced an unprecedented global crisis five years ago called pandemic. It seems even less likely that a controversial star who lost all his collaborative labels due essentially to bad behaviour would be remembered, even if his renown lives on in a pair of sneakers. But every time I see Yeezys on street pavements, I see not trend-setting designs, but the negative side of its creator.

I was on the MRT recently and suddenly a guy appeared and took the seat opposite me. Normally, I would not have paid attention to that very regular occupation of a vacant seat, but this time, he caught my eye because of the pair of sneakers he wore: The Adidas Yeezy Boost 350 V2 in an unmistakably bright ‘Semi Frozen Yellow’ from 2017. While Adidas has continued to sell Yeezy inventory after the split with Kanye West, often using the Yeezy name and original colorways, the ‘Semi Frozen Yellow’ of the Boost 350 V2 has not been among the confirmed colorways for any of the major post-split sale events. Looking at the pristine condition of the shoe, it is likely that even if it was just acquired, it would have been from one of the original 2017 or 2018 drops, typically acquired through the secondary market. And it looked frozen in time.

Although I still see the Yeezy Slides worn, the appearance of the Boost 350 V2 startled me somewhat. I have not thought of them at all, assuming they would have found themselves in the darkest corner of a shoe cupboard. There is no denying that the Adidas Yeezy hype machine had been relentless, even after Adidas dropped Kanye West. In fact, Yeezy shoes haven’t disappeared, not when Adidas decided to sell them rather than destroy them. It’s like they’ve become part of the streetwear wallpaper: always there, always making a statement, even when the statement feels outdated or uncomfortable. Some folks spent hundreds—even thousands—on Yeezys. Wearing them is a way to justify the cost, even if the brand’s reputation has soured. It is a form of self-rationalisation that allows them to shrug off the fading halo effect and embrace active disregard.

Honestly, I feel jelak all over again seeing Yeezys paraded around like they still mean something. It’s like watching reruns of a show that used to be groundbreaking, but now feels stale. I understand that the Adidas Yeezy Boost 350 V2, especially in the ‘Semi Frozen Yellow’, has become more about sneaker folklore than sneaker history. It is still worn not because it is fashionable, but because it is recognisable. The thing is, these days few people care about American exports anymore, least of all those brands that confuse notoriety for relevance. They have not vanished, but neither are they sending postcards from the abyss. There’s growing skepticism toward American dominance: politically, economically, and culturally. Some consumers consciously avoid American brands or celebrities due to ethical concerns or fatigue. I know I have. The world isn’t waiting breathlessly for the next American fashion tantrum. I know I am not.

Photos: Chin Boh Kay