Kanye West, now known as Ye, has officially fired Steven Smith, his longtime designer for the YEEZY brand, as of August 2024. This decision marks a significant shift in the YEEZY empire, which has faced numerous challenges in recent years. Smith, often called the “godfather of dad shoes,” played a crucial role in the brand’s rise to fame and fortune. However, their working relationship deteriorated, leading to Smith’s departure.
The breakdown of a creative partnership
Steven Smith joined YEEZY in 2016 and was instrumental in creating some of the brand’s most iconic designs, such as the YEEZY 700 and the Foam Runner. His innovative approach helped elevate YEEZY into a billion-dollar brand, impacting sneaker culture and fashion.
However, Smith recently expressed that he could no longer work effectively with West, stating,
He’s lost his mind and that the whole of YEEZY is circling the drain due to West surrounding himself with toxic, C-grade losers .Smith’s departure comes after a tumultuous period for YEEZY.
The brand faced a significant setback in 2022 when West’s controversial statements led to a split with adidas, a partnership that had been crucial for YEEZY’s success. Following this fallout, Smith became the sole employee at Donda Design, West’s new creative venture. However, the brand struggled to maintain its influence and profitability, releasing only one product, the YEEZY Pods, which received mixed reviews .
The impact of Steven Smith’s departure
Smith’s firing is seen as a pivotal moment for YEEZY, which has been trying to regain its footing after losing its partnership with adidas. His designs were not only popular but also helped redefine sneaker fashion. The YEEZY 700, for instance, played a key role in reviving the “chunky” sneaker trend, while the Foam Runner introduced a new approach to sustainable footwear by using recycled materials .
With Smith gone, the future of YEEZY remains uncertain. The brand’s recent releases have not generated the same excitement as earlier models, and the lack of a strong design leader could hinder its ability to innovate and attract consumers. Smith himself has expressed optimism about his future, stating,
I will certainly be a priceless asset to whoever I work with next. It’s all his loss and the result of his foolishness.
What’s next for YEEZY and Steven Smith?
As for Smith, he is now a free agent, looking for new opportunities in the fashion and sneaker industry. His extensive experience and creative vision make him a valuable asset for any brand. Meanwhile, Kanye West’s YEEZY brand must navigate the challenges ahead without one of its key creative forces.
In conclusion, the firing of Steven Smith marks the end of an era for YEEZY. As the brand continues to face scrutiny and challenges, it remains to be seen how it will adapt and evolve in the ever-changing landscape of fashion and sneaker culture.
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