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

Kanye West LIVE @ #Time100 Gala

In commemorance of his new cover story on the TIME 100, Kanye was in the house for the celebratory gala along with his wife and one of his fellow honorees, Kim Kardashian.

But Kanye was also in the house to perform for the many influencers like Martha Stewart, for example.

Scroll below for some clips of “All Day”, “New Slaves”, and “Black Skinhead”. All bold, and baller choices for this audience, huh? Note the difference in presentation too — Kanye with a legion behind him that looks like they’re stone figures.

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Kanye West covers TIME

This is big time here.

Kanye West is named one of TIME’s Most 100 Influential People in the world and will grace (one of) the covers to the upcoming issue. With the cover and announcement reveal, we also see that Kanye will have his feature written on him by Elon Musk and we get a really fascinating, insightful video sit-down below.

Kanye talks about speaking truth, his first creative inspiration growing up, entering the fashion world (including revealing an inspiring moment), and finally his mission. This one is very good and I’ll leave it to you to feel the full impact of his words with no more of my own. Enjoy!

http://c.brightcove.com/services/viewer/federated_f9?isVid=1&isUI=1

Kanye West would be the first person to tell you he belongs on this list. The dude doesn’t believe in false modesty, and he shouldn’t. Kanye’s belief in himself and his incredible tenacity—he performed his first single with his jaw wired shut—got him to where he is today. And he fought for his place in the cultural pantheon with a purpose. In his debut album, over a decade ago, Kanye issued what amounted to a social critique and a call to arms (with a beat): “We rappers is role models: we rap, we don’t think.” But Kanye does think. Constantly. About everything. And he wants everybody else to do the same: to engage, question, push boundaries. Now that he’s a pop-culture juggernaut, he has the platform to achieve just that. He’s not afraid of being judged or ridiculed in the process. Kanye’s been playing the long game all along, and we’re only just beginning to see why.