Adidas Originals And Kanye West Introduce The Yeezy Boost
Kanye West debuted his new adidas sneaker the YEEZY BOOST on-stage at the 2015 Grammy’s in Los Angeles. The YEEZY SEASON 1, a collection of apparel and footwear debuted on February 14, 2015 in New York against the backdrop of Fashion Week and NBA All-Star. Bringing to life the singular style in music and fashion from Kanye, the YEEZY BOOST is his first collaboration with adidas Originals. The limited-edition sneaker is uniquely designed, featuring beautiful yet simple materials. The silhouette moves beyond current footwear trends to the next way of thinking about sneaker fashion. Featuring adidas’ coveted boost-cushioning technology, the YEEZY BOOST combines the ultimate in comfort and performance with high-end style.
“No one transcends music and fashion like Kanye West,” said Arthur Hoeld, general manager for adidas Originals. “He is a cultural icon like no other and brings a completely new expression to designing shoes. The YEEZY BOOST is the first sneaker that brings Kanye’s unique creativity and individuality to the forefront of its design.”
The Yeezy Boost sneaker has created a fashion firestorm leading to Kanye West and adidas Originals unveiling a bold new proposition: YEEZY SEASON 1, a collection of apparel and footwear that is universal and timeless. Described by West as the world’s first “solutions-based” clothing line, the individual pieces define a style that matches the relentless pace of contemporary lives. “I don’t want the clothes to be the life,” he says. “I want the clothes to help the life.”
With this collection, West’s goal is to absolve consumers of the what-to-wear stress by creating a line of high-quality essentials that can be combined in infinite ways—“like Legos,” he says. For the designer this means stripped-down, comfortable, and unpretentious clothes, pieces to be worn from the gym to the office to a meeting to the airport and everywhere in between. “I wanted something that felt like New York or Paris or Tokyo or Santa Barbara or Chicago—a worldliness and an ease.”
West defines a contrasting silhouette—billowing and oversize on top, tight and trim around the bottom—based on his personal sense of style. A study in contrasts like street-luxury and vintage-new, the clothing shapes a modern wardrobe. For men, this includes MA-2 bombers with oversize flap pockets; washed cotton collarless blouson jackets; oversize sweats with distressed edges and worn, puckered hems; and perfect T-shirts in tones of camel, olive, blue-gray, and camouflage. Each piece can be worn by any sex. The women’s collection, however, intentionally shapes a feminine silhouette with high-waist, knee-length, body-conscious knit skirts; floor-grazing cotton tube dresses; tightly woven running tees; and stunning crop tops ingeniously crafted from adidas socks. “This is a challenge to where fashion is currently—a new feminine ideal,” West says, explaining the curve-hugging pieces.
For footwear, West and adidas presented further breakthroughs. Newly revealed shoes developed in close tandem with adidas’ products team include woven lo-top sneakers for men and suede stilettos and platform snow boots for women. The designer expresses his gratitude to adidas for its technical prowess. He says, “They are a super innovative company that gives artists a platform to create and dream.”