Shopify removed an online store linked to rapper Ye, formerly known as Kanye West, after the website sold T-shirts featuring a swastika, the e-commerce platform confirmed Tuesday. The move came after Ye ran a Super Bowl advertisement directing viewers to Yeezy.com, where the controversial merchandise was listed for sale.
"This merchant did not engage in authentic commerce practices and violated our terms, so we removed them from Shopify," a company spokesperson said.
The storefront was taken down Tuesday morning, and visitors to the site were met with an error message stating, "This store is unavailable."
Super Bowl Ad Sparks Outrage
The controversy erupted after Ye aired a local Super Bowl ad in select markets Sunday, promoting Yeezy.com. The ad, a short and cryptic video, led viewers to the site, which displayed a single item for sale-a $20 black T-shirt bearing a swastika.
Shopify's president, Harley Finkelstein, said the company gave the store's owners "an entire day" to prove they were not violating Shopify's policies. "The moment we realized this was not actually a real commerce practice, they weren't actually engaging in authentic commerce, we pulled it down," he told CNBC.
Finkelstein, who is Jewish, personally condemned the site. "I'm a proud Jewish entrepreneur. I'm a proud Jewish community member," he said. "Obviously, I'm devastated by that."
Ye's Social Media Accounts Removed
Ye's actions leading up to the Super Bowl ad further fueled backlash. Days before the game, he made statements on X, formerly Twitter, praising Adolf Hitler and calling himself a Nazi. On Monday, X deactivated his account, and a message now appears on his profile stating, "This account doesn't exist."
Ye's representatives did not immediately respond to requests for comment.
A History of Controversy and Business Fallout
Ye has a history of antisemitic remarks that have led to financial and professional repercussions. In October 2022, Adidas terminated its lucrative partnership with the rapper following similar comments.
"Adidas does not tolerate antisemitism and any other sort of hate speech," the company said at the time. "Ye's recent comments and actions have been unacceptable, hateful, and dangerous, and they violate the company's values of diversity and inclusion, mutual respect, and fairness."
The fallout was significant. Adidas had partnered with Ye since 2016 under the Yeezy brand, a collaboration that at its peak generated approximately $2 billion in annual revenue-about 10% of the company's total sales, according to estimates from Morningstar analyst David Swartz.
Adidas eventually resumed selling some remaining Yeezy inventory in 2023, donating a portion of proceeds to organizations fighting antisemitism. However, it permanently severed ties with Ye, stating it would not produce new Yeezy products under his name.
