- Julia Garel
Kanye West, the rapper and clothing designer behind the brand Yeezy,
just dropped the name “Sunday Service” with the US authorities, according
to the magazine Page Six. This newly trademarked brand is to include
dresses, shoes, hat, jacket, shirt, t-shirt, scarf, top and loungewear.
According to the magazine, “The application was filed by Mascotte
Holdings, Inc., the same company that had previously filed trademarks for
Yandhi, Yeezus, Yeezy, Calabasas Clothing and Kanye West. ”
The name “Sunday Service” refers to the gospel concerts he organized on
Sundays and that earned him a Christ-portrait on the cover of Rolling
Stone, wearing a crown of thorns. Held during Coachella, the event also
sold merchandise including sweatshirts and t-shirts.
Kanye West was a big player in the introduction of streetwear into the
luxury segment with his brand Yeezy in collaboration with Adidas. Husband
of Kim Kardashian, Kanye also collaborated with Nike and has designed for
the brand one of its staple model of sneakers: Air Yeezy in 2009.