Kanye West, the global superstar and fashion mogul who famously shortened his name to Ye in 2018 and made it legal in 2021, has taken another bold step in redefining his identity. 

New documents obtained by Page Six reveal that Ye has updated his official moniker to “Ye Ye.” This marks the second time the artist has legally altered his name, signaling yet another chapter in his ongoing personal and professional evolution.

Though Ye has yet to announce this latest change on social media or in public forums, the filings were submitted by his chief financial officer, Hussain Lalani, in California. These documents show that several of Ye’s major business entities – including Yeezy Apparel, Yeezy Record Label LLC, and Getting Out Our Dreams Inc. – now list “Ye Ye” as the “manager or member name.” This suggests the new name is not just a casual rebranding but is being used formally for business and legal purposes.

The rapper’s journey with his name has been as public and complex as his music career. In 2018, Ye announced via X that he was dropping “Kanye West,” declaring himself simply “Ye.” He explained that this new name reflected who he truly was. That same year, he released his album Ye, recorded primarily at his Wyoming ranch, which was seen as a declaration of this new identity.

Two years later, Ye made it official by filing legal paperwork to change his name “for personal reasons.” The courts approved the change, making Ye his official legal name. The move was more than cosmetic –  it was a statement of self-determination. In 2024, his chief of staff, Milo Yiannopoulos, made headlines when he sent a letter demanding that media outlets, streaming services, publishers, and other platforms respect the change, refusing to use “Kanye West,” which he referred to as Ye’s “slave name.” The letter emphasized Ye’s status as one of the most recognizable figures globally, comparable to presidents and popes, and underscored the importance of honoring his chosen identity.

Most recently, Ye hinted at another shift when he announced on X that he would retire his old handle, @kanyewest, and start fresh with a new “ye” account. This digital pivot further underscores his commitment to distancing himself from his birth name and fully embracing the Ye brand.

So what does the new “Ye Ye” name mean? While Ye has not yet spoken publicly about this latest change, insiders suggest it may be a strategic branding move as he expands his business empire, which now spans music, fashion, footwear, and technology. The repetition of “Ye” could signal a doubling down on his iconic identity or a fresh phase of creativity and reinvention.

Fan of View

From a fan’s perspective, West’s latest name change to “Ye Ye” feels less like a creative statement and more like another eyebrow-raising move from someone many now see as unhinged – though honestly, nothing he does surprises us anymore. Most fans don’t expect the public to start calling him “Ye Ye,” especially since even “Ye” never really caught on widely outside his core following. Instead of seeing this as an artistic form of expression, many view it as unusual behavior that doesn’t add anything meaningful and feels unnecessary.

Photo Credit: @ye on Instagram.