Yeezy.com, Ye’s ecommerce web site powered by Shopify, has been taken offline after the disgraced rapper reportedly swapped out his whole stock for one merchandise on Feb. 10: a white T-shirt emblazoned with a swastika, the image popularized by Nazis and nonetheless utilized by antisemitic and far-right extremist teams.
The transfer comes after Ye ran a regional Tremendous Bowl advert on Feb. 9 directing viewers to his store. The rapper, beforehand often known as Kanye West, legally modified his identify to Ye in 2021.
“All retailers are liable for following the foundations of our platform,” a Shopify spokesperson mentioned in a press release. “This service provider didn’t interact in genuine commerce practices and violated our phrases, so we eliminated them from Shopify.”
![Kanye West has never been easy to figure out, even before he became radioactive goods following antisemitic rantings on social media in 2022 and an appearance on Alex Jones’ show […]](https://www.adweek.com/wp-content/uploads/2025/02/kanye-sb2025.png?w=640&h=360&crop=1)
Shopify didn’t reply to ADWEEK’s query concerning which rule Ye’s store violated. Yeezy.com now directs to a clean web page, with the message: “This retailer is unavailable.”
Ye’s advert, which ran for 27 seconds in some markets throughout Tremendous Bowl 59, was a easy—if weird—stripped-down iPhone video.
Sitting in a dentist’s chair, he tells the digital camera: “What’s up guys? I spent all the cash for the industrial on these new enamel, so, as soon as once more, I needed to shoot it on the iPhone. Um… um… go to Yeezy.com.”
Regional Tremendous Bowl adverts can value anyplace from $50,000 in smaller markets as much as $1.4 million in bigger markets, in accordance with Advertising Brew. Ye’s advert ran on at the least three Fox-owned stations, together with KTTV Los Angeles, Selection reported—but it surely’s unclear precisely how a lot Ye spent, and Fox didn’t instantly reply to ADWEEK’s request for remark.
Final 12 months, Ye additionally ran a regional Tremendous Bowl advert selling his Yeezy model. In his 2024 spot, he seems to be sitting at the back of a automotive, explaining—just like this 12 months—that he didn’t have any cash for the advert manufacturing as a result of he’d already spent it.
