Kanye West is changing Yeezy’s business approach after Shopify shut down the Yeezy website. Instead of an online store, the website now acts as an announcement hub. Its first major update teases the launch of Yeezy Stores. A handwritten message revealed the news, matching the low-tech style of Ye’s recent Super Bowl LIX ad.

Kanye often attracts controversy before big projects, but this backlash was intense. His Super Bowl ad led viewers to a website selling a T-shirt with a swastika. This move followed previous antisemitic remarks, which caused his fallout with adidas and other brands. The ad’s release sparked criticism, adding to his already controversial reputation.

Despite Shopify cutting ties with Yeezy, Kanye remains focused on expanding his brand. Instead of relying on e-commerce, he plans to launch physical Yeezy Stores. However, there is no confirmed timeline for when these stores will open. The announcement is already causing discussions among fans and critics alike.

As Kanye moves forward, his next steps remain uncertain. Will Yeezy Stores redefine his brand, or will controversy overshadow them? Time will tell how this retail shift plays out in the sneaker industry.

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