NEW YORK, NY – Kanye West began his relationship with adidas in 2013. In 2015, the world finally saw what he created with Yeezy Season 1 and his coveted Yeezy Boost sneakers.
During a conversation between West and Hood By Air founder Shayne Oliver published in Interview MagazineWednesday (February 27), Ye reveals he’s been pushing to become the creative director of adidas.
First, West praises Oliver for elevating the streetwear aesthetic to Fashion Week levels as well as his work with Helmut Lang in 2017 by calling him one of this generations’ “strongest” designers.
The HBA founder’s last show was in 2015 and because of the impact Shayne’s had on the fashion industry, Kanye wanted to know the reason for his hiatus.
“Of this entire crew that came up around the same time, you are the most deserving of one of these positions. So it’s interesting to me when you get these situations, because, like, I’ve been fighting and struggling and arguing and talking and having conversation after conversation about being the creative director of adidas,” Kanye confesses. “It’s just fucking obvious, right?”
The move would make sense as his Yeezy brand with the German sportswear company reportedly has a valuation of $1.5 billion.
As far as Hood By Air’s possible return, Shayne doesn’t look at his step back from the company as permanent. It was the pomp and circumstances of fashion week and stress over the schedule that turned him off.
He compares his break to that of an artist in between albums.
“I kind of respect the way that music does it, where you release an album, and then the tour and promotion is all just based on that thing you created in the studio for a really long time. I think that designers should be allowed to do that now, especially since that is exactly how people interact with clothing at this point,” he says.
One topic West didn’t touch on was A$AP Rocky’s beef with Shayne stemming back to 2014 when he dissed the brand on his song “Multiply” off his 2015 album At.Long.Last.ASAP. The Harlem rapper took claim for HBA’s rise in an interview with Complex in 2015 and voiced his displeasure of not being acknowledged as a pioneer.
“I liked it when I was way younger,” Rocky said at the time. “It had a little run here and there, but nobody ever really kicked it off. I knew Shayne on a personal note. I was like: ‘Yo, let’s bring this shit back.’ It took me years. Shayne’s stubborn. He’d give me a sweater one year, a T-shirt one year. It was like that. I have a lot of shit from back in the day, and I’d say after ‘Peso’—because we have Hood by Air in the ‘Peso’ video—by the time it hit 2012, 2013, he was ready. Because I was out there in the field. I just made that shit look jiggy.”
Read the full interview between Kanye West and Shayne Oliver for Interview Magazine here.