Is Kanye West attempting to level up his household name status by taking the Yeezus brand into multiple industries?
From Yeezus To Beyond
West has been at the center of many controversial conversations surrounding his personal beliefs and stances. Regardless of the discord, his views may invoke, West’s impact on culture has not waned.
People still flock to the Grammy-award-winning rapper for the latest cultural inspiration — from his latest musical endeavors to collaborations with brands like adidas, Balenciaga, and GAP.
According to a recent tweet from Josh Gerben, Donda’s son submitted several trademark applications that will multiply his sphere of influence in and out of music and fashion.
Kanye West has filed 17 new trademark applications around his YEEZUS name.
— Josh Gerben (@JoshGerben) June 1, 2022
The current filings with the United States Patent and Trademarks Office suggest that the Yeezus brand will include goods and services associated with amusement parks, non-fungible tokens (NFTs), retail stores, toys, games, sporting equipment, campaign buttons, clothing, household items, and cosmetics.
No 808s But Possible Heartbreaks
The wide range of trademark filings is nothing new for Kanye West. In 2018, he and his team submitted similar trademark applications for an almost exact range of notable goods and services. At that time, the rapper attempted to file as an expansion of the established YEEZY brand, according to Hypebeast.
Notable among the new trademark applications is the mention of NFTs. Last year, on an Instagram post that was since deleted, West posted a handwritten note, “Do not ask me to do a f*cking NFT.”
Doubling down on his extreme disinterest in engaging with NFTs, he captioned the post: “STOP ASKING ME TO DO NFT’s I’M NOT FINNA CO-SIGN … FOR NOW I’M NOT ON THAT WAVE I MAKE MUSIC AND PRODUCTS IN THE REAL WORLD.”
Could It Be True?
The current trademark filings come when West is expanding his business ventures, most notable with his sports agency — Donda Sports. To date, West has been able to sign notable athletes, including Jaylen Brown and Aaron Donald.
As it goes for the array of trademarks filed in late May, only West will really know if all of the ventures will materialize or if this stunt will be a repeat of his actions a few years ago.