STREET SIGNS: A Chat With Yeezy Apparel’s General Counsel

Kanye West’s sneaker and clothing brand Yeezy Apparel, which collaborates with sportswear behemoth Adidas, is an intriguing cultural force in the multibillion-dollar global footwear industry.    The brand has evolved from its earlier stages that included a license arrangement with Adidas focused on U.S. sales, and is now a global business selling directly to consumers. West’s nickname “Yeezy” morphed into an apparel moniker over the course of his collaboration with Nike on the Nike Air Yeezy about a decade ago, and prevailed as his subsequent fashion ventures set the foundation for the present-day brand.   Yeezy doesn’t share growth figures, but the brand has marked its ascent by releasing shoes in more colorways, styles and in greater numbers. Last year, the Adidas-Yeezy collaboration issued a wide release of the Yeezy Boost 350 V2 in Triple White, marking a shift from its small-quantity model for the first time.   Kenneth Anand, head of business development and general counsel at Yeezy Apparel, described the appeal of modern streetwear as a feature of innovative design rooted in a tradition of Nineties hip-hop and athletic culture. Raised in the diverse neighborhood of Montclair, N.J., Anand went through his own intertwining fashion and professional journey that at first

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