Ye's upcoming album BULLY has generated immense excitement, recently amplified by the launch of a new merchandise collection that mirrors his distinctive style. Priced at just $20, the collection was unveiled with a minimalist commercial during the 2025 Grammy Awards, creating an unexpected yet impactful moment. This merch line features a blend of casual streetwear and high fashion, showcasing essential items like sweatshirts and shoes with understated designs. Collaborations with designer Gosha Rubchinskiy further enhance the collection, resonating with the raw energy suggested in BULLY's teasers.
The announcement came via a minimalist commercial aired during the 2025 Grammy Awards, catching fans and fashion heads completely off guard.
The commercial wasn't just a flex; it was a strategic play, leveraging one of the biggest nights in music to ensure all eyes were on him.
The BULLY merch collection features a range of sweatshirts, T-shirts, hoodies, and shoes, all bearing minimalist designs that emphasize cuts and fabrics.
Ye has introduced new pieces in collaboration with designer Gosha Rubchinskiy, adding an edge to the collection that reflects the raw energy hinted at in the album teasers.
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