Kanye West is on a quest to create the “perfect” hoodie for his Yeezy brand.
In a cover story for The Wall Street Journal Magazine’s April 2020 issue, the rapper discussed the popularity of his fashion collaboration with designers at German sportswear giant Adidas, which was first launched in 2015.
While Yeezy is well known for its Yeezy Boost sneaker line, Kanye revealed he has now turned his attention to hooded sweatshirts.
“The hoodie is arguably the most important piece of apparel of the last decade,” he stated to the publication, before noting that his “perfect” design will be made from a neutral coloured fabric such as flax or dusty stone, “slightly cropped at the waist”, and be as “heavy as a winter coat”.
Kanye would ideally also like the garment to retail at around $60 (£51) and be available to be purchased from major retailers across the U.S.
“I like Costco as an idea. I like Walmart, too,” the 42-year-old commented, going on to explain that he sees Yeezy becoming a market leader around the world. “I believe that Yeezy is the McDonald’s and the Apple of apparel. In order to make the Apple of apparel the next Gap, it has to be a new invention. To invent something that’s so good that you don’t even get credit for it because it’s the norm.”
The vision of the perfect hoodie came to Kanye in July last year, and he has been pursuing it ever since. Workshopping ideas with fashion heavy hitters including Laurence Chandler, designer at Rochambeau, and Dov Charney, founder of American Apparel, the Stronger hitmaker soon began creating prototypes and samples.
However, Kanye has since became distracted by other projects, including a vest design, and a last-minute show held as part of Paris Fashion Week earlier this month.