FS Reads: Why is the hype for Yeezy dying in India?
Ever since the advent of sneaker culture in India, we have experienced odd fluctuations in the hype and demand for Yeezy. It made a big entrance into the community and has continued to exist ever since. In this week’s FS Reads, we talk about the hype of Adidas Yeezy by Kanye West in the Indian sneaker market.
To analyze the Yeezy trend in India, let’s take a closer look at how the sneaker was performing when it first arrived in India.
Back in 2015, Adidas dropped the iconic Yeezy Boost 350 “Pirate black”. The sportswear label had only imported 30 pairs to India (25 of which were pre-booked in Bangalore), making these highly hyped-up sneakers even more unique. As surprising as it sounds, back then the pair was priced at ₹15,999.
At the moment, if you want to buy a pair of Yeezy Boost 350 for retail, prepare to burn a hole in your pocket. They are now priced at ₹21,999, and if you want to purchase resell, prepare yourself because it will cost you a fortune.
However, what caused the price hike? The buzz began to build as the drops got more regular. People became aware of the new trend, and the community gradually grew—iconic colorways like "Zebra" and "Blue Tints" acquired widespread recognition.
“The blue tints drop was so hyped that people lined up from 6 am and waited till 6 pm to get their pairs”
- Shashvat Singhania Sneakerhead
Call it a style statement, a status symbol, or maybe just plain stupidity, every sneaker enthusiast will vouch for the fact that there’s nothing more comfortable than Yeezys.
Sparking the trend in 2015, the next three years in India were promising for Yeezy. Prices rose due to high demand, and you could spot individuals wearing the ultimate comfort sneaker. It didn't last long, though.
Despite the fact that Yeezys are excellent comfort sneakers, the prices were quite high. People began seeking alternatives as consumers, which is when Nike entered the scene. Soon after, the enthusiasm began to fade, and people began to gravitate toward Jordans, which were half the price of Yeezys. Aside from the famous colorways, the Yeezy 350, Yeezy 380, and Yeezy 500 are generally available in stores. Higher retail costs and lower demand are to blame. As a result, there is little room for Yeezy in the resale market.
What’s the final verdict?
It would be unfair to jump to a conclusion considering the culture is still developing in India. While the trend of Yeezys remains stagnant (apart from OG colorways), it certainly can shoot up in the future. On top of that, Kanye’s endless buzz on Instagram helps fuel the hype for his brand. Lastly, it all comes down to personal choice. If you are passionate about sneakers, Yeezys are a must-have.
This was our take on Yeezy and its hype in India. Follow our Instagram and shop a collection of Yeezys at Free Society now!