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by Brendan Dunne
So far, the Kanye West x adidas collection has been a limited affair, and distribution for the adidas Yeezy Boost suggests that adidas isn't planning to produce West's line en masse.
This is contrary to claims from Kanye himself, who has said on multiple occasions that he wants his products to be available to all.
In a new interview with Dezeen, adidas's new creative director Paul Gaudio seems to imply that the plan is to keep things on this small-scale.
Gaudio says that the product is more about making a statement than it is about sales. "Yes, there's the direct sales aspect of it, but we also look at what people are saying about us," Guadio said. "In my mind to be the best, people have to say you were the best. That is the measure."
In the interview, Gaudio also spoke of adidas's new aim of being a global destination for creatives.
This orientation will place a greater focus on collaborations. "We like to say we're like an open source brand," said Guadio. "We love to collaborate. We don't see ourselves as limited or exclusive or narrow."
