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.
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