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No One Showed Up For Kanye West’s 2XU Sportswear Launch

Are the effects of Kanye’s remark on slavery finally coming to play?

His brand YEEZY collaborated with Australian sportswear brand 2XU and there was a whole debut set up at a 2XU store in Sydney.

Kanye. Photo: The Buddy


The collaboration was scheduled to begin at 9 am on Saturday, 5th May. 2XU had staff come early to prepare for the crowd they thought would be all over the place and lining up to buy $550 neoprene leggings and the $500 bike shorts deemed “Suba tights” and “Scuba shots”. But after 45-minutes and customers failing to show, the store shut down the event.

Photo: Hypebeast

“There’s been a change of direction from head office and unfortunately the event has been cancelled,” a representative told Fairfax Media.

These products had been hyped and publicised on social media by the rapper’s wife Kim Kardashian and a press release had stated that “fans will have to be quick, with a strictly limited number of pieces from the collection available to the public.”

Kim Kardashian. Photo: Hypebeast

Despite all this, by Saturday evening, the leggings and shorts were still very much available.

The hashtag #yeezyx2xu was only used 10 times on Instagram.

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