Will a Larger Adidas Yeezy Boost Release Hurt the Brand?

Kanye West always wanted this.
Not having royalties and not being able to produce more sneakers were the main reasons he left Nike. And upon signing his deal with Adidas, which started in 2013, he made it clear that he wanted more people to have access to his sneakers. Today he’s making good on that promise with the release of the Yeezy Boost 350 V2 in an all-white colorway that retails for $ 220. Customers will only be able to purchase the sneakers directly through adidas.com and the Yeezy Supply web site. They are reportedly releasing 1 million pairs of shoes.
West’s influence, along with scarcity, is what has bolstered the Yeezy footwear line. But what happens when a Yeezy Boost style becomes even more ubiquitous? Will it have the same trajectory as the Jordan brand, which lost market share and cache due to overproduction. WWD spoke with people in the sneaker industry to see if the release will hurt or help the brand.
Matt Cohen, vice president of business strategy and development at Goat, a sneaker resale app
WWD: What do you think of this release?
Matt Cohen: This is an interesting release because we’ve never seen something like this. For one, it’s a restock,

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Florsheim

Kanye’s New Hit: Yeezy Season 1 Collection Sells Out at Retail

He might agitate editors with his packed-to-the-brim shows that disrupt the fashion week schedule, but consumers and retailers are buying into Kanye West. That was made clear on Thursday with the release of the musician’s Yeezy Season 1 collection, which was unveiled in February during New York Fashion Week and subsequently picked up by over 30 retailers in the U.S.
Tom Kalenderian, executive vice president and general merchandise manager of men’s and Chelsea Passage at Barneys New York, said lines formed outside of the company’s Madison Avenue flagship store on Thursday morning. Customers had to secure a wristband on Wednesday night to shop the collection. It was carried at 16 Barneys’ locations and released on its e-commerce site at 10 a.m. Thursday.
According to Kalenderian, the black 950 Boot, an elevated take on a duck boot that retails for $ 585, sold out first. Barneys will release a new colorway for the 350 Boost sneaker on Nov. 14.
On the apparel front, Kalenderian said Barneys picked up 18 styles from the collection and that the bouclé sweater, which retails for $ 1,690, was a bestseller.
“The Adidas Originals by Kanye West Yeezy Season 1 apparel collection is impressive in the way it has all the right pieces that are

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WWD
Florsheim

Kanye’s New Hit: Yeezy Season 1 Collection Sells Out at Retail

He might agitate editors with his packed-to-the-brim shows that disrupt the fashion week schedule, but consumers and retailers are buying into Kanye West. That was made clear on Thursday with the release of the musician’s Yeezy Season 1 collection, which was unveiled in February during New York Fashion Week and subsequently picked up by over 30 retailers in the U.S.
Tom Kalenderian, executive vice president and general merchandise manager of men’s and Chelsea Passage at Barneys New York, said lines formed outside of the company’s Madison Avenue flagship store on Thursday morning. Customers had to secure a wristband on Wednesday night to shop the collection. It was carried at 16 Barneys’ locations and released on its e-commerce site at 10 a.m. Thursday.
According to Kalenderian, the black 950 Boot, an elevated take on a duck boot that retails for $ 585, sold out first. Barneys will release a new colorway for the 350 Boost sneaker on Nov. 14.
On the apparel front, Kalenderian said Barneys picked up 18 styles from the collection and that the bouclé sweater, which retails for $ 1,690, was a bestseller.
“The Adidas Originals by Kanye West Yeezy Season 1 apparel collection is impressive in the way it has all the right pieces that are

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Read More…
WWD
Florsheim

Kanye West x Adidas Originals Yeezy Season 1 RTW Fall 2015

Kanye West x Adidas Originals Yeezy Season 1 RTW Fall 2015

No one was expecting an exercise in basic ath-leisure from the creative fusion of the two megabrands that are Kanye West and Adidas.

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