The timing was both telling and strategic. Keep in mind this company was constructed mere months after The College Dropout debuted and only weeks after “Jesus Walks” was released for radio. On June 29, 2004, West and agent Andre Bodiford formed Mascotte Holdings, Inc.
When it came to commerce and clothing, Kanye was on it early. “If you were to chart Kanye West’s design evolution, it would go Mascotte by K West to Pastelle.”įollowing North West’s attendance at Paris Fashion Week in the famed Pastelle AMA jacket and the recent trademark news, Boardroom goes back to trace the steps of Mascotte’s bear branding and the clothing line that never was. “The Mascotte shirt was his first line,” Mangan continued. Worn by West early and often amid the promotion of his first two albums, the clothing company that never was paved the way for the billion-dollar brand that became Yeezy, now famous for its partnerships with both Adidas and Gap. Making the most of the iconic team teddy logo designed by Sam Hansen, Mascotte was Kanye’s first foray into fashion as an established artist on the mic. It was called Mascotte By K West, and Rocawear was going to fund it.”
“When he was with Rocafella, he was going to launch his first clothing line when the Dropout Bear logo was popping off. “Mascotte with the ‘t-t-e’ is Kanye’s holdings company, that all his brands are under,” Kanye merch collector Charles Mangan told Jian DeLeon in 2016. #KanyeWest /plk6PNKVJR- Josh Gerben July 26, 2022įor fans consumed with Ye’s modern branding moves, the new mark mirrors that of his earlier Yeezy identifier.įor fans familiar with Kanye since his College Dropout days, it’s the memories sparked by his holding company name that strikes a cord in the same fashion as a sped-up soul sample.ĭating back to the era of chipmunk chop-ups and popped collars, the term ‘Mascotte’ coincides with his first fashion venture from the early ’00s. The filings indicate that the logo will be used for a brand of clothing and retail store. filed new trademark applications for a "two concentric circle" logo with the outer circle "represented by a fluted circular line…"
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