For those from the audience not living under a rock, then you might be jarringly aware of one Ye, formerly known as Kanye West  and his cryptically surged up rise to success. As an aspiring polymath, there is little that remains of what the rapper and songwriter has not dipped his glass-tipped strategists' pen into. A fashion collaboration between Ye and the sports apparel dominator, Adidas, christened: Yeezy, only one but of the biggest. Debuting in February 2015 and steaming with luxury, Yeezy's principles have long stood the tests of time, from pop to posh cultures.                                                                                                                                                   

Understanding the popular-culture sensation would be understanding the equivalent of one of the most vocabulary-studded pieces of elaborate literature with each excruciating detail, similar to Yeezy. From its exponential rise and appreciation to its blink-of-an-eye downfall, Yeezy is where fashion and controversy collided in a whirlwind of style and controversy.

It was 2013 when the already seemingly legendary collaboration between Ye and the brand Nike, was cut short come claims of ignored payment of royalties for his designs. Suffering from heartbreak, Ye set to sought a deal with Adidas, who offered both royalties and creative control. The partnership debuted in February 2015 with Yeezy Season 1, featuring military-inspired designs. Rihanna, Diddy, and Kim Kardashian attended the show, marking a successful start.

In February 2015, Adidas and Kanye West officially launched their groundbreaking partnership, marking a new era in the fashion and sportswear industry. The collaboration, known as Adidas Yeezy, debuted with Yeezy Season 1. This partnership was unprecedented, being the most significant alliance ever created between a non-athlete and an athletic brand. The first product, the Yeezy Boost 750, set off a global consumer sensation, combining Adidas' Boost cushioning technology with Ye's visionary aesthetic. Following this success, the Yeezy Boost 350 was launched, becoming one of the most sought-after and fastest-selling footwear models in history, even winning the Footwear News award for 2015 Shoe of the Year.

With some of the most groundbreaking additions to the world's fashion inventory, Yeezy's most iconic designs include the Adidas Yeezy Boost 350 V2, known for its sleek silhouette and vibrant colorways like Zebra, and the futuristic Foam Runner, which blends style with sustainability. The Yeezy 700 Wave Runner introduced chunky sneakers to mainstream fashion, while the Yeezy Slides became a minimalist staple. Timeless classics like the Yeezy Boost 750 and 350 Turtle Dove remain favorites, cementing Yeezy’s legacy as a cultural phenomenon in sneaker and fashion history.

With how strong the human instinct of apprehension is towards the end of something good, similar was with the breaking up of Yeezy from Adidas. In October 2022, Adidas ended its partnership with Kanye West, also known as Ye, following his antisemitic remarks, which violated the company's policies. The termination halted Yeezy production. Later, Adidas retained ownership of Yeezy designs and later sold remaining inventory to mitigate losses. 

The liquidating process for a label that had gotten this exponentially large was justifiably long. Staring right after Ye's split with Adidas in October 2022, it was only until the end of 2024 that the athleisure wear brand sold its last and final pair of Yeezy walkers. Post Ye's controversial remarks, Adidas began offloading its $1 billion Yeezy inventory as soon as 2023. With many of its sneakers still in high demand and sought after, they have been, since then, released in limited drops, set to support charity efforts. The 2024 final sale of Yeezy's designs represents a historic closure for the brand's Yeezy chapter. But with an open question to what it means for Ye. 

Despite the termination of his partnership with Adidas, Ye continues to retain ownership over his independent company, Yeezy LLC. But in recent times, rather than the manifestation of genius and being utilized to its fullest potential. The company has been turned into Ye's playground slash chemistry lab for the next set of experiments to come up with. If his recent drop of advertisements at the Superbowl 2025 and other incidents ensuing are anything to go by.

Yeezy's journey reflects a dynamic blend of innovation, cultural influence, and controversy. From its groundbreaking designs to its meteoric rise and sudden fall, the brand redefined sneaker culture and luxury streetwear. Despite the controversies that the brand continues to be embroiled in, Yeezy remains a pivotal chapter in modern fashion history. 

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Do you think Yeezy is still iconic after everything it went through? Let us know in the comments below.