Last week, it was a concept for a foam car. This week it's a retail store. Kanye West has reportedly filed a trademark for ‘YZSPLY’ to open retail stores, according to TMZ. He's also set up online ordering services and online retail store services.

Of course, he already had a site where he sold limited-release items like his Yeezys and slides, Yeezy Supply, but the recent filing covers a wider territory with shirts, socks, hats, visors, and tennis wear, and accessories for headwear and footwear. Although Ye already has a 10-year deal with Gap for his Yeezy brand which started in June 2020 (at the time the collaboration was announced, reportedly added $700 million in market cap and was estimated to bring $1 billion in revenue over time) he seems to be interested in expansion with his own brand of stores.

Back in 2015, Ye offered insight into his creative design process, and how he views fashion.

"There’s something about the way clothes fit and feel and the emotion that they give you and the details of them that I’ve been passionate about and addicted to since I was five years old," he told Vanity Fair. "And now it’s just taking a vintage sample from Bob Melet [owner of Melet Mercantile, a vintage-fashion resource] and wondering who was the genius behind this track jacket from 1975? How did they do that? What zipper are they using? How do we make our proposition more authentic? This is a sportswear concept and sportswear is less than 100 years old. If we’re lucky, we live 100 years. Sportswear is less than 100 years old, so we are in the middle of the expression right now for what this will say for human existence."