Kanye West has legally changed his name once more, now to “Ye Ye”, according to recent filings. His chief financial officer, Hussain Lalani, submitted business documents in California this week listing him under the new name. Previously, his ventures listed him as “Ye West.” Now, companies like Yeezy Apparel, Yeezy Record Label LLC, and Getting Out Our Dreams Inc. all use “Ye Ye.”
Interestingly, no public announcement has followed. Page Six reports that “Ye Ye has yet to publicly announce his new moniker on social media.” His spokesperson has not replied to requests for comment.
A Branding Evolution Continues
Ye’s first name change happened in October 2021, transitioning from “Kanye Omari West” to simply “Ye.” He cited personal reasons, stating, “In the Bible it means ‘you.’ So I’m you. I’m us. It’s us.”
In March 2024, his chief of staff emphasized that “Ye” was a long-overdue choice. The letter described “Kanye West” as a “slave name” and urged others to respect his choice.
Now, this newest tweak adds another layer. Documents show the name “Ye Ye” across his key business entities. The filings were discovered in standard “Statement of Information” update.
What It Means for His Brand
Kanye’s identity shifts still have commercial impact. His Yeezy empire uses his personal identity as a branding anchor. Changes could ripple through trademarks and licensing.
Since investors like Adidas ended partnerships over his antisemitic remarks, consistency in branding may be more critical.