Because the saying goes, when life offers you lemons, make lemonade. However, if you happen to’re Kanye West when life offers you lemons — you promote Yeezys.
And that’s precisely what the singer-turned-fashion designer did over the weekend. Nonetheless, in contrast to your typical lemonade stand the place the stream of the sugary yellow substance is infinitely free-flowing, West’s makeshift stall catered to a unique crowd of shoppers: sneakerheads.
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Stocked with restricted pairs of the Yeezy Increase 700 V2 “Geode” footwear, the pop-up store came about curbside exterior West and wifey Kim Kardashian’s Calabasas property. The singer solicited the assistance of his well-known familia to handle the juicy stand, together with his youngsters North, Saint and Chicago. (Khloe Kardashian and child True confirmed up, too).
West’s newest entrepreneurial fete isn’t one other one in every of his outside-of-the-box advertising ploys to push merch — it’s a philanthropic effort in partnership with Adidas to offer again to the group, as wifey Kim defined on Twitter.
Kim gave her loyal 60.2 million followers the entire 411. “Within the continued spirit of bringing individuals and households collectively, the model has chosen sudden areas for the stands to attach with communities all through the nation,” she mentioned.
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The truth starlet went on to assure Twitter this wasn’t one other advertising gimmick motivated to spice up the underside line: “All proceeds made through the stands can be donated to the Nationwide Alliance on Psychological Sickness (NAMI), the nation’s largest grassroots psychological well being group devoted to constructing higher lives for the thousands and thousands of Individuals affected by psychological sickness.”
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Extra areas of West’s Yeezy lemonade stands can be popping up on social media and throughout the USA, together with in Indianapolis, IN; Missouri, TX; Waterloo, IA; Minneapolis, MN; Alton, IL; West Chester, OH; Belle Fourche, SD; and Cedar Rapids, IA.
This text initially appeared in The New York Put up.