Kanye’s $12 bracelet

Last week when Kanye covered the TIME 100 issue, many noted the unusual bracelet staring right back at you.

Well, the story behind it is pretty cool too considering that Kanye West, wearer of some of the most expensive designer clothes you can imagine, rocked this bracelet that retails for $12.

The story: Chris Pan, founder of MyIntent, explains to NextShark:

I met Jay Z at Soho House and he loved the concept. He invited us to make [bracelets] at his Roc Nation brunch. When I first approached Kanye, he wasn’t sure about his word. Rihanna had asked for ‘faith’ so when I went to drop ‘faith’ off for Rihanna at the VIP area, Kanye tapped my shoulder and said he figured out his word — ‘beautify’ — to make the world more beautiful.

“I think it came from his heart which is probably why he’s still wearing it 3 months later and chose to feature it on the cover. I don’t think this is an accident. A man who could wear anything, literally anything, but he is choosing to wear his intent. It retails for $12.”

Wear your intent! That’s pretty powerful. I’m in on this too.

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ICYMI: Kanye West performs at Time 100 Gala