Shopify Removes Ye’s Yeezy Store Following Swastika T-Shirt and Regional Super Bowl Ad

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.

“Since we spent all the money on the commercial spot, we didn’t spend any money on the commercial,” he says. “But the idea is, I want you to go to Yeezy.com.”

Ye has been widely denounced for a steady stream of racist and antisemitic rants on social media and during interviews over the last several years, with former brand partners including Gap, Balenciaga, Nike, and Adidas severing ties with him.

Once known as one of the greatest rappers of all time, the multiplatinum-selling artist previously won dozens of awards for his 10 studio albums, including 24 Grammys.

In a Feb. 10 post on X (formerly Twitter), the Anti-Defamation League condemned Ye’s Super Bowl stunt, saying there’s “no excuse for this kind of behavior.”

As if we needed further proof of Kanye’s antisemitism, he chose to put a single item for sale on his website – a t-shirt emblazoned with a swastika. The swastika is the symbol adopted by Hitler as the primary emblem of the Nazis. It galvanized his followers in the 20th century… pic.twitter.com/0TT30Dda9D

— ADL (@ADL) February 10, 2025

Ye’s personal account on X no longer exists. Ye claims he left the platform by choice. X declined to provide a comment.