In the three years since they began as a Skype chat, super sneaker leakers YEEZY MAFIA haven’t just thrived, they’ve monopolised the current generation’s most visible and desirable sneaker/rap co-sign. At times, their disruptive intel has been so prophetic you’d think they were backed by – or had hacked – the global adidas corporation. Other times, Kim Kardashian has flamed them so hard it looked like they would be charred and barred from Twitter for life. And yet, even after beefing openly with Kim, YEEZY MAFIA is still the only sneaker account that Kanye follows.
In an industry propped up by celebrity, YEEZY MAFIA’s outlaw status is a curious anomaly. Every sneakerhead sympathetic to the Three Stripes follows their feed, yet the group’s leaders have so far remained invisible. In that respect, their marketing model – built on sharing information rather than piles of influencer co-signs – is a sneaker biz oddity.