Just when we thought Kanye West couldn't get any more eccentric, he opens a pop-up shop in New York featuring merchandise for his new album 'The Life of Pablo'.

custom sweaters pablo sweaters

People lined the cold streets of New York in March awaiting the much anticipated and spontaneous store which featured crew neck jumpers, hoodies and other comfy merchandise with cool 'Life of Pablo' branding. The store did not disappoint with one reveler dropping about US$4,000 at the shop with the intention to instantly resell the rare items on eBay for a greedy profit. On offer are garments like:

All custom branded with the mystique around the title "Life of Pablo."

Kanye

Kanye, prior to the pop-up, has been proudly donning his designs at concerts and public outings there by promoting his brand subliminally. With the surprise announcement of the shop on Twitter, demand for the product went viral.

Inside the Shop

The hype surrounding the pop up shop was so intense, people at the end of the line had no hope of getting in. Usually the lines go round corners but for this event (and we know Kanye always likes to be different), security guards made people line up from the store to the corner and then across the street and from that corner to the opposite corner and so on. Essentially building up the pandemonium and promoting his brand to those who perhaps weren't even interested!

theline

Interestingly, two teens, Austin Butts & Jonah Levine, opened up a bootleg shop directly opposite Kanye's pop-up. Printing 'Pablo' on jeans and sweatshirts and selling them on Instagram. Kanye and his collaborators liked their style so much, they allowed it to be sold along side the real merchandise in the pop-up shop.

Talk about Kan-yemania!

 

Seen first:

http://www.factmag.com/2016/03/22/kanye-west-the-life-of-pablo-pop-up-bootleg-merchandise/

http://hypebeast.com/2016/4/kanye-west-paradise-festival-merchandise

http://fashionista.com/2016/03/kanye-west-pablo-pop-up-shop-reseller