Since the launch of Yeezy in 2015, rapper and designer Kanye West has made his mark on the fashion industry – whether via his ubiquitous Boost sneakers, fake paparazzi lookbooks, or slide memes. Despite his successes, West has also faced a series of difficulties with his brand – including his controversial Season 4 show on Roosevelt Island.
Now, according to WWD, it appears that West is venturing out and creating a new label under the name of his weekly gathering, ‘Sunday Service’. The concerts – just for friends and family – started in mid-January this year and consist of choirs singing gospel versions of West’s music, amongst other songs and hymns. To celebrate Easter in April, he brought the event to a man-made hill at Coachella and was joined by the likes of Chance the Rapper and Kid Cudi. Acid-washed Sunday Service merch was also being sold at the festival, drawing criticism online for the fact a sweatshirt bearing the words ‘Holy Spirit’ was being retailed for $225.
The trademark application to the U.S Patent and Trademark Office states the label is to cover “bottoms, dresses, footwear, headwear, jackets, loungewear, scarves, shirts, socks and tops” – so expect a full range to come soon.
Trademarking church attire is an unexpected but somehow logical move for the man who called himself Yeezus. Maybe it’ll be fire enough to tempt that Gucci-loving Russian priest.
Watch a track from the Coachella Sunday Service below: