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The Untold Story of Pastelle, Kanye West's First Clothing Line

Karizza Sanchez For the next batch, West wanted to design a pair made with unique materials like briar and marble—the latter inspired by the renovations in his Los Angeles home. To Daniel, it all felt like the start of a promising new business relationship. Daniel didn’t know it at the time, but he was one of some 30 designers and consultants handpicked by West to help him create his first fashion imprint: Pastelle . “It was X-Men coming together. [Kanye] had some colorful individuals and creative people working to his benefit.” - Taz arnold Over the course of three years, West and his team— Virgil Abloh , Don C , Matt George , who served as president and CEO of all of West’s non-music projects including Pastelle, and multi-disciplinary designer and director Willo Perron —scoured the globe for potential collaborators from every category of fashion. West had industry all-stars like Kim Jones , then Louis Vuitton’s men’s artistic director , serving as consultants. He also recruited lesser-known designers like Emma Hedlund of CMMN SWDN , who designed the women’s line, as well as Saif Bakir also of CMMN SWDN and Alexander Valdman, founder of HomeRoom Clothing, for apparel. Reigning Champ was approached in the early stages, though Doug Barber, the Canadian brand’s marketing director, says “that’s where the conversation ended.” Ben Baller , who was enlisted by George in 2009, made colored plastic Jesus pieces with brass on the back. At one point, A Bathing Ape almost handled distribution of the clothing and LRG founder Jonas Bevacqua was in talks about “trying to pick it up and do stuff,” according to Ben. KAWS was commissioned to illustrate logos.

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