Kanye West took to social networking site Twitter January 5 to announce the details of his new design label, which has been named after his late mother. The rap star spent two hours online offering details on the company, as well as citing his fashion inspirations and musing on his status as a style icon.
"I have started a new company and I'm so excited about the name.... it's got the best name ever of all companies of all time!!! The name of the company is DONDA," wrote the musician.
West, who premiered his women's fashion label DW at Paris Fashion Week in October, says the new company will "galvanize amazing thinkers," ranging from architects and clothing designers to "tech guys" and doctors.
West says the firm will comprise 22 divisions, explaining the goal is to "make products and experiences that people want and can afford." The star even provided the email address contactDONDA@gmail.com for people to get in contact about the venture.
The Twitter burst comes a day after the star went online to clarify that the @DWbyKanye handle set up claiming to give details on his fashion line was fake. In addition to launching his own women's fashion label, the rapper's past design ventures include a shoe line for French fashion house Louis Vuitton and Air Yeezy sneakers for sports brand Nike.
While other rap moguls such as P.Diddy and Jay Z's fashion ventures have tended to have a more urban focus in keeping with the traditional hip-hop aesthetic, West has always made it clear his ambitions are in high fashion.
"I've been working at this for 8 years now ...from the first offers to do urban clothing lines that I turned down..," recalled West during his recent Twitter marathon.
Just last week UK newspaper The Sun claimed the star has moved to the British capital in a bid to focus on his fashion line, with a source claiming he has been receiving advice from staff at the city's prestigious Central Saint Martins fashion design school.