In an exclusive interview, Steven Smith, a longtime collaborator with Yeezy, opens up about the brand’s future and teases exciting new products across footwear, architecture, vehicles, and more.
Yeezy’s Rise and Fall: A Sneaker Empire’s Journey
Two years ago, Yeezy was a major force in the sneaker world, known for iconic designs like the 350, 700, Foam Runner, and Yeezy Slide sandal. At its peak, Yeezy brought in an estimated $1.7 billion annually for Adidas, with 15% of that revenue going directly to Kanye West (now Ye). The collaboration between Ye and Adidas was often compared to Michael Jordan’s legendary partnership with Nike. But Yeezy’s influence stretched far beyond sneakers. A 2021 partnership with Gap produced popular items like the Perfect Hoodie and Round Jacket, further cementing the brand’s place in fashion. However, this collaboration ended in September 2022, signaling a turning point for the brand.
After Ye’s controversial remarks and actions, Adidas severed ties with him but retained ownership of Yeezy’s designs. The company plans to sell off its remaining Yeezy inventory in 2024, including products like the Yeezy 500 Tactical Boot (although Adidas declined to comment for this article). As a result, Yeezy’s brand value now primarily relies on its name.
Donda Design: Yeezy’s New Chapter
Steven Smith, who helped design key Yeezy products like the 700 and Foam Runner, now works alongside Ye at Donda Design, a company Ye founded as part of his exit from Adidas. Launched in July 2022, Donda Design introduced the Yzy Pods—a futuristic shoe-sock hybrid priced at $200. While Smith admits the sales have not matched the success of past Yeezy releases, he remains optimistic. “It’s nothing like before,” Smith says, suggesting that the Yzy Pods may be too avant-garde for today’s market.
New Projects on the Horizon
Despite the challenges, Smith and Ye are forging ahead with new Yeezy products, including boots, heels, new slide designs, and sneakers. Ye is also exploring other ventures under the Yeezy brand, such as Yeezy Shades, yurt-style housing units, and even a Batmobile-inspired electric vehicle. Additionally, collaborations are underway, including merchandise for Ye’s upcoming album Vultures and the recent “Wet” shirt designed by Nigerian fashion designer Mowalola Ogunlesi, coordinated by Dov Charney‘s Los Angeles Apparel.
A Vision Against the Odds
The road ahead is difficult, especially without Adidas’ infrastructure and financial backing. When asked about the challenges of relaunching Yeezy independently, Smith acknowledges, “It’s definitely a struggle to relaunch from nothing with nothing. But that’s Ye’s perspective, so I help him like I always have.”
As Yeezy faces an uncertain future, its core team remains committed to pushing the brand’s boundaries—blurring the lines between fashion, technology, and lifestyle in bold new ways.
