Background: The luxury streetwear market has significantly grown and transformed over recent years, driven by the mix of high fashion and urban culture. An intriguing example within this niche is the Yeezy brand, and its development in collaboration between a human celebrity Kanye West and a sportswear brand Adidas. Since its founding in 2015, Yeezy has disregarded traditional fashion norms with its unique approach to design and marketing, forming a devoted consumer base despite various controversies surrounding its founder. The brand’s ability to maintain a strong brand love despite negative publicity presents an intriguing case for examining the main factors contributing to its sustained success.

Purpose: The purpose of this thesis is to analyze the phenomenon of brand love towards the luxury streetwear brand Yeezy, owned by Kanye West, and to investigate how this brand love has been built and sustained despite the negative publicity surrounding its founder. By examining various aspects of brand love towards Yeezy, including the overall brand experience, the study aims to uncover the factors contributing to a brand's reputation and consumer attachment and to provide an updated model of the prototype of brand love towards luxury streetwear.

Method: Using existing frameworks as a starting point, the phenomenon of brand love towards the  brand Yeezy was investigated by conducting semi-structured interviews with people who love the brand. Analysis of  previous concepts on brand love and the real-life data obtained from the respondents was combined to provide insights and to create an updated model of the prototype of brand love towards luxury streetwear.

Conclusion: This thesis investigated the phenomenon of brand love towards Kanye West's brand, Yeezy and provided a model of the prototype of brand love towards luxury streetwear. Through in-depth interviews with a diverse group of Yeezy customers, the study revealed the essential elements, such as Good Quality, Intrinsic Rewards and Positive Affect, Self Identity, Willingness to Invest, Frequent Thought of Use and Length of Use, in combination with Popularity, Prestige, Exclusivity and Fashionability, as main aspects that sustain and strengthen brand love.