Yeezy.com, Ye’s ecommerce website powered by Shopify, has been taken offline after the disgraced rapper reportedly swapped out his entire inventory for one item on Feb. 10: a white T-shirt emblazoned with a swastika, the symbol popularized by Nazis and still used by antisemitic and far-right extremist groups.

The move comes after Ye ran a regional Super Bowl ad on Feb. 9 directing viewers to his shop. The rapper, previously known as Kanye West, legally changed his name to Ye in 2021.

“All merchants are responsible for following the rules of our platform,” a Shopify spokesperson said in a statement. “This merchant did not engage in authentic commerce practices and violated our terms, so we removed them from Shopify.”

Shopify did not respond to ADWEEK’s question regarding which rule Ye’s shop violated. Yeezy.com now directs to a blank page, with the message: “This store is unavailable.”

Ye’s ad, which ran for 27 seconds in some markets during Super Bowl 59, was a simple—if bizarre—stripped-down iPhone video.

Sitting in a dentist’s chair, he tells the camera: “What’s up guys? I spent all the money for the commercial on these new teeth, so, once again, I had to shoot it on the iPhone. Um… um… go to Yeezy.com.”

Regional Super Bowl ads can cost anywhere from $50,000 in smaller markets up to $1.4 million in larger markets, according to Marketing Brew. Ye’s ad ran on at least three Fox-owned stations, including KTTV Los Angeles, Variety reported—but it’s unclear exactly how much Ye spent, and Fox did not immediately respond to ADWEEK’s request for comment.

Last year, Ye also ran a regional Super Bowl ad promoting his Yeezy brand. In his 2024 spot, he appears to be sitting in the back of a car, explaining—similar to this year—that he didn’t have any money for the ad production because he’d already spent it.

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