For those that follow Mr Kanye West on Twitter you will know that his erratic tweets tend result in tabloid and gossip writers of Fleet Street into a frenzy. However his simple preview tweet on Thursday (17th March 2016) evening announcing his album merchandiser pop-up store was enough to send the streets of New York City into a frenzy.

Now it’s safe to say that tour/concert merchandise has always been a “thing”, but the hype around it in recent times can really be put down to Mr West and some co conspirators. In teaming up with Wes Lang for the Yeezus tour in 2013 and 2014, ‘Ye and company created some of the most elevated, coveted concert merch of all time, even opening pop-up shops in Los Angeles, New York, Chicago and Australia to offer similarly inspired pieces — almost singlehandedly reigniting interest in Alpha Industries’ flight jackets in the process. The merch and associated pop-ups have had a far-reaching effect, influencing the likes of Travis Scott’s blink-and-you-missed-it Rodeo collection, not forgetting Jerry Lorenzo-styled looks.

Now Mr West and Donda are back at it again following the release of Yeezy Season 3.

Like Yeezus before it, the Pablo spot builds on the initial merch drop, offering up some new pieces — including customized denim trucker jackets — in what is being described as “a decidedly minimalist space”.

Take a look at the merch below and let me know your thoughts…

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