At this year’s Super Bowl, Kanye West, or Ye as he now prefers to be called, bought one of the most coveted ads of the event, but instead of opting for a conventional ad piece, he decided to do something unexpected: a video shot with his iPhone, revealing that his commercial budget had been redirected to new teeth. But of course, still in the dentist’s chair, he didn’t forget to leave a message for his followers: ‘Go to yeezy.com’.
What he didn’t say was that upon entering the site, users were met with an error screen. The reason? The only product available was a white, $20 T-shirt with a swastika prominently displayed on the chest. If you’ve been staying away from X, this latest turn of events is but the latest chapter in a parade of anti-Semitic and misogynistic posts by West: ‘I’m a Nazi’, ‘I have dominion over my wife’ and ‘I love Hitler… now what bitches’.
His X account, of course, was suspended shortly after the Super Bowl, along with a message announcing his goodbye to the platform: ‘I’m logging off Twitter. Thanks to Elon for giving me the space to vent. Using this space has been like an ayahuasca trip. I thank everyone who gave me their energy. I will see you again. Good afternoon and good evening.
The appearance of the swastika on his merchandising is not exactly surprising, but that does not make it any less dangerous. While Ye insists it is all a ‘social experiment’ to avoid responsibility, his provocations about Hitler and the swastika T-shirt come at a critical time, marked by increasingly potent far-right rhetoric and a global political climate that continues to veer towards conservatism. And, of course, we can’t forget Elon Musk’s own symbolic gesture at Trump’s rally last month.
Yeezy’s online shop, finally, was taken down by Shopify. ‘All merchants must adhere to our platform rules,’ a company spokesperson said. ‘This merchant did not engage in authentic business practices and violated our terms, which is why it was removed from Shopify.’
For its part, the Anti-Defamation League was quick to issue a blunt condemnation. ‘As if we didn’t already have enough evidence of Kanye’s anti-Semitism, he decided to put a T-shirt with a swastika on it for sale,’ they denounced. ‘This symbol, which Hitler adopted as his personal emblem, remains a banner of hatred and white supremacy, and continues to pose a threat to those persecuted by anti-Semitism. In addition, the organisation noted that the T-shirt was labelled with the code ‘HH-01’, a clear nod to the phrase ‘Heil Hitler’, further reinforcing the dangerous message Ye continues to spread.
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