This Is How YEEZY's 2XU Collaboration Was Made Possible

With some exclusive goods to come.

By //Fashion

As YEEZY continues to utilize guerilla marketing ahead of its upcoming drop, 2XU co-founder Jamie Hunt discusses how his brand got involved in a collaboration with Kanye West’s line. Also product development director of the Australian performancewear brand, Hunt explains how the joint effort began. “This was the first time we’d thought about dipping our toe into fashion, but it’s been a really exciting opportunity to lend our high-performance expertise to the world of fashion,” Hunt said.

In 2017, the YEEZY team reached out to 2XU after being impressed by one of the brand’s wetsuits. 2XU’s neoprene and design granted West’s team access to the elevated sportswear they were seeking to create for upcoming collections. “YEEZY reached out to 2XU for one simple reason: the design team knew and loved the technology invested in the sportswear brand’s fabrics,” Hunt explained. Season 5 featured wetsuits, vests and tights crafted by the Australian label, with recent collaborative goods including jackets, shirts and even footwear.

On top of the eagerly-anticipated Season 6 goods, 2XU is expected to announce an exclusive drop of YEEZY x 2XU goods in the near future. Until then, take a look at the drama surrounding the YEEZY SEASON 7 showroom, which saw Yeezy Mafia and Kim Kardashian squaring off on Twitter.

? by North

A post shared by Kim Kardashian West (@kimkardashian) on

A post shared by Kim Kardashian West (@kimkardashian) on

A post shared by Kim Kardashian West (@kimkardashian) on

Read Full Article
Source
style.nine.com
Kanye WestKim KardashianYEEZY2XU

You may also like

No One Came to Kanye West's YEEZY x 2XU Event in Sydney
Fashion

No One Came to Kanye West's YEEZY x 2XU Event in Sydney

The drop was cancelled following a surprisingly low turnout.
426,806 Hypes 205 Comments
Watch How Dior's Embroidered Book Tote Bag Is Made
Fashion

Watch How Dior's Embroidered Book Tote Bag Is Made

The Spring/Summer 2018 accessory is a work of art.
6,828 Hypes 5 Comments
UNDERCOVER's Cream Soda Collaboration Is Dropping This Week
Fashion

UNDERCOVER's Cream Soda Collaboration Is Dropping This Week

A joint capsule from the two cult brands.
3,115 Hypes 1 Comments
Here's How to Pre-Order the YEEZY 500 "Blush"
Footwear

Here's How to Pre-Order the YEEZY 500 "Blush"

Get your computer screens ready.
55,641 Hypes 28 Comments
This Is How “Type Beats” Changed Hip-Hop Production
Music

This Is How “Type Beats” Changed Hip-Hop Production

For better or worse.
11,191 Hypes 0 Comments


What to Read Next

Nike's Air Max 97 to Launch in New "Camo" Pack
Footwear

Nike's Air Max 97 to Launch in New "Camo" Pack

An interesting duo.

Jonny Greenwood Shares “Dark Streets” From 'You Were Never Really Here' Film
Music

Jonny Greenwood Shares “Dark Streets” From 'You Were Never Really Here' Film

The movie releases in theaters next month.

Virgil Abloh to Launch "PAY PER VIEW" Solo Show at Kaikai Kiki Gallery
Arts

Virgil Abloh to Launch "PAY PER VIEW" Solo Show at Kaikai Kiki Gallery

Marking the Off-White™ designer’s artistic solo debut.


10 Drops You Don't Want to Miss This Week
Fashion 

10 Drops You Don't Want to Miss This Week

Supreme x Nike x NBA collab isn’t alone.

Tyler, The Creator Models COMME des GARÇONS HOMME Plus Spring/Summer 2018
Fashion

Tyler, The Creator Models COMME des GARÇONS HOMME Plus Spring/Summer 2018

Along with the collaborative Nike Air Max 180.

Waka Flocka Has Banned Lil Xan From Hip-Hop
Music

Waka Flocka Has Banned Lil Xan From Hip-Hop

“Shit hurt to see the youth disrespect man that paved the way for all of us literally.”

More ▾