Kanye West quietly files new business documents under the name “Ye Ye”

Kanye West quietly files business paperwork in California under the name “Ye Ye,” sparking speculation of a rebrand.

Kanye West may be preparing for another rebrand. The controversial rapper and fashion mogul has reportedly filed new business documents in California under the name “Ye Ye.”

According to The U.S. Sun, the filings were submitted on June 9, 2025, and list “Ye Ye” as the associated name for several of Kanye’s companies, including Yeezy Apparel, Yeezy Record Label LLC, and Getting Out Our Dreams Inc.

The documents were filed by Hussain Lalani, the Chief Financial Officer overseeing Kanye’s business ventures. While the filings reflect a significant branding shift, there is no official confirmation from Kanye himself or any legal update indicating a court-approved name change. As of June 10, the U.S. Patent and Trademark Office has also not listed any trademark applications for “Ye Ye.”

This move comes after Kanye legally changed his name to “Ye” in October 2021, citing biblical significance. At the time, he explained, “Ye is the most commonly used word in the Bible, and it means 'you.' So I’m you, I’m us.”

Kanye’s potential new alias, “Ye Ye,” arrives amid rumors about his upcoming music projects and the future of the Yeezy brand. His last album, Donda 2, was removed from streaming platforms, and his recent Super Bowl ad stirred conversations about a fresh direction for his fashion label.

For now, fans are left speculating whether “Ye Ye” signals a new era for the artist or is simply a business move.