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

By Fejiro Onohwosa 12 May 2018   |   11:00 am

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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