Kanye West, the creative force behind the Yeezy brand, has taken a significant step towards expanding his fashion empire by filing a trademark for “YZYSPLY” retail stores. On June 29, 2022, West’s company, Mascotte Holdings, submitted the application to the U.S. Patent and Trademark Office, signaling the potential launch of physical retail spaces for Yeezy products.
Currently, the Yeezy brand is associated with more than 160 trademark applications and registrations. However, Adidas owns the rights to the designs of most Yeezy shoes, including the popular Yeezy Boost 350. Despite this, Ye’s company has applied for trademarks pertaining to the Yeezy brand, demonstrating a desire to further develop and protect the brand’s identity.
The “YZYSPLY” trademark filing indicates that West envisions transforming his website, which currently serves as the primary platform for the latest YEEZY Adidas sneaker drops, into brick-and-mortar retail spaces. These stores would house a wide range of Yeezy products, including clothing, accessories, and footwear. The trademark application covers retail stores, online ordering services, and online retail store services, suggesting a comprehensive approach to the brand’s expansion.
In addition to sneakers, the YZYSPLY stores could potentially offer an extensive selection of clothing and footwear, ranging from ski apparel to more intimate items like G-strings. While there is no guarantee when or if these YZYSPLY stores will materialize, the trademark filing lays the groundwork for West’s ambitious vision.
Kanye West has expressed his desire to have his own stores in the past. In a 2015 Vanity Fair interview, he shared his dream of having multiple retail locations, describing the energy and aesthetic he envisions for these spaces. With the recent trademark filing for “YZYSPLY,” it seems that West is one step closer to realizing this dream and taking his Yeezy brand to new heights.