Kanye West is reportedly making another attempt at reviving his career by launching a new venture. The controversial rapper is launching an accessories line called Droam, as reported by The U.S. Sun. West reportedly filed for a trademark for the brand, and it includes a wide range of products, such as umbrellas, whips, shoulder bags, and tote bags.
If the accessories line becomes a success, the "Donda" rapper could launch a Droam gym collection. Reports of West eyeing a project called Droam first surfaced back in December 2023. However, at the time, the New York Post reported that Droam was the name of a fully self-sufficient city that the Grammy-winning artist had set his sights on building in the Middle East. The supposed city was set to span an impressive 100,000 acres, surpassing the size of New York City. West actively sought collaborators, extending invitations to project managers, engineers, architects, contractors, and builders to participate in this grand endeavor. However, it has been nearly nine months since the declaration was made, yet the city has failed to materialize.
In June, it was reported that West was facing financial troubles, with Adidas pursuing a settlement from him through private arbitration following the dismissal of its $75 million lawsuit against his Yeezy brand last year. Additionally, Lauren Pisciotta, a former assistant of West's, has taken legal action against the rapper for allegations of sexual harassment, which the star vehemently denied. An unnamed insider told Us Weekly that West is facing financial challenges alongside his legal issues. They also claimed that the "All of the Lights" rapper's income has significantly decreased due to a lack of endorsement deals and the declining sales of his self-funded clothing line. "Kanye doesn't have any endorsement deals coming in because people don't want to be in business with him," the source said.
West faced significant consequences in 2022 for making hate statements during a public outburst, leading to the termination of major partnerships with Balenciaga, Adidas, Gap, Vogue magazine, and Creative Artists Agency (CAA). These companies severed ties with him following his controversial comments targeting Jewish people.
In the midst of his recent business ventures, West has sold his Malibu mansion for a hefty loss. The rapper offloaded the oceanfront property for $21 million, just three years after buying it for $57.3 million. West purchased the Tadao Ando-designed property in 2021 and gutted it in anticipation of extensive renovations. However, he never finished the project, and it has now been acquired by Belwood Investments, a California-based real estate crowdfunding firm.
Steven "Bo" Belmont, founder and owner of Belwood, expressed excitement over the acquisition, stating, "We are incredibly excited about the acquisition of this property. This is not just a phenomenal real estate investment; it is an opportunity to revitalize and preserve an architectural gem by the renowned Tadao Ando, ensuring it remains a jewel of Malibu. This acquisition exemplifies Belwood Investments’ commitment to transforming properties with historical and architectural significance while delivering exceptional returns for our investors."
While West's new accessories line, Droam, may be a sign of his efforts to rebuild his brand image and generate revenue, it remains to be seen whether it will be successful. The launch of Droam comes amidst the fallout from his controversial statements and the financial struggles he's been facing. Whether he can turn this new venture into a success amidst his ongoing controversies remains to be seen.
Will Droam be a Hit?
It is no secret that Kanye West's public image has been tarnished by his actions in recent years. His antisemitic remarks and other controversial statements have led to widespread condemnation and the loss of many lucrative partnerships. Yet, there's still a segment of the population that continues to be fascinated by the rapper's creative output. Many speculate that Droam could be a potential hit, especially given the success of his Yeezy sneaker line.
However, it's important to note that Droam faces an uphill battle. The brand will need to overcome the negative associations with Kanye West, and its success will depend on the quality of its products and marketing strategy.
A New Chapter?
Kanye West's latest venture is a reminder that he remains a complex and intriguing figure. His career has been marked by both triumphs and controversies, and it remains to be seen how his new accessories line will fare. Will Droam be the catalyst for a new chapter in his career, or will it be another attempt at redemption that falls short of expectations? Only time will tell.
