It’s not often that rap royalty and cultural icon Kanye West throws his support behind things. Back when he actually had Twitter and Instagram (he deleted both accounts back in 2016, because of course he did) he followed only one person, and it was his wife, Kim Kardashian-West. So, when Yeezy does give something his tick of approval, it’s kind of a really big deal.
So, it’s safe to say that Jamie Hunt, co-founder of Australian start-up 2XU would be on top of the world right now. The ironman and entrepreneur is now one of the few people in the world who has Kanye himself on speed-dial, thanks to an ongoing collab between 2XU and YEEZY.
The unlikely collaboration between the two brands started in early 2017, when the YEEZY design team reached out to 2XU to provide fabric expertise in the lead-up to its SEASON 5 launch at New York Fashion Week. The creative forces behind YEEZY owned a 2XU wetsuit, and wanted to transition 2XU’s neoprene fabric and design aesthetic from high-performance sport into the world of fashion.
A close bond has since formed between the two brands, with 2XU lending fabric engineering and construction insights to the YEEZY design team for its SEASON 6 and SEASON 7 collections. Since the original SEASON 5 collection, which featured ‘scuba’ tights, vests and wetsuits designed to be worn from beach to bar, the collaboration has extended to compression tights, tops and socks, jackets and shoes.
“Since 2XU launched in 2005 our focus has been delivering the world’s most technically advanced sportswear. This was the first time we’d thought about dipping our toe into fashion, but it’s been a really exciting opportunity to lend our high-performance expertise to the world of fashion. At 2XU we don’t just believe a garment should look good; it should perform well too, and that’s where we come in; to take the range to the next level.” — 2XU co-founder, Jamie Hunt.
It’s really not hard to see why the YEEZY team reached out to 2XU above other compression garment developers. Their fabric development team is perhaps the strongest in the world, starting with material engineers and scientists. From there, they have input from elite athletes, who they consult for suggestions for improvement. The garments are designed for athletes by athletes, and it shows.
But for those of us who are simply everyday athletes with a penchant for high fashion, the 2XU and YEEZY collab will drop on the 2XU website in coming months. You can sign up for updates here.