It is the latest cover interview from Forbes that is making headlines today as YEEZY figurehead Kanye West, lets loose on his apparel empire. This year, the growing brand is expected to hit $1.5 billion USD in sales closely following one of its main competitors, Jordan Brand and if the next venture is anything to go by, the company will continue its upwards trajectory.
Situated at the Calabasas YEEZY headquarters, the 42-year-old laid out 1,000 pair of shoes and spanned across the collection was some of his most famous models and a look at more recent concept styles including the rumoured scuba boot. Amongst the sea of sneakers, West pointed out a prototype created from algae. According to the business publication, the sneaker is 100 percent algae and “will biodegrade completely over time in landfills—or almost immediately if sprayed with a certain type of bacteria.”
While the YEEZY sell-out rate on some of its older sneakers begins to seemingly slump, Adidas is adamant that it will keep its business model of “scarcity” in tact.
“We are continuing to manage volumes in a very disciplined manner so that for 2019 Yeezy sales will not make up a significant share of Adidas’ overall expected sales growth,” says the company’s chief executive, Kasper Rørsted. “Not because brand heat is decreasing, but because we have a disciplined approach to managing volumes and product lifecycles.”
But if algae sneakers come to fruition, we’d love for the technology to be widely adopted following an initial release. While no further information was released, in other YEEZY news, West was spotted in LA donning a pair of what appeared to be the YEEZY Boost 350 V3.
Though similar to the first and second iterations, the unreleased version features an upper knit pattern different to V1 and V2, slimmer ankle collar as well as thicker midsole – overall, a more refined rendition of the popular silhouette.
Rumours are circling so stay tuned for more.