In 2020 the new website design for Kanye Wests fashion label Yeezy turned the rules of e-commerce on its head. In an interview with Creative Review Nick Knight, YE’s creative partner on designing the website, explains the process of the newest iteration.

"Humans have created art in every medium we have encountered, but we have yet to see an art form emerge from the internet" Knight said in an interview with Fast Company. "Why shouldn’t the great art of the internet emerge from an e-commerce website?"