Once again, Kanye West’s late mother is the source of inspiration behind another bold, creative endeavor. After launching DW at Paris Fashion Week last fall, Yeezy plans to unveil a new design and innovation company with “amazing thinkers in mind” simply called DONDA.

The renaissance rapper took to Twitter early this morning to spread the news:

“I have started a new company and I’m so excited about the name…. it’s got the best name ever of all companies of all time!!!…. The name of the company is DONDA… DONDA is a design company which will galvanize amazing thinkers and put them in a creative space to bounce there dreams and ideas…(sic)”

Kanye presents a complex vision of this new venture: “I am assembling a team of architects, graphic designers, directors musicians, producers, AnRs, writers, publicist, social media experts… app guys, managers, car designers, clothing designers, DJs, video game designers, publishers, tech guys, lawyers, bankers, nutritionist, doctors, scientist, teachers… DONDA will be comprised of over 22 divisions with a goal to make products and experiences that people want and can afford… I want to put creatives in a room together with like minds that are all waaaay doper than me.

We want to help simplify and aesthetically improve everything we see hear, touch, taste and feel. To dream of, create, advertise and produce products driven equally by emotional want and utilitarian need. To marry our wants and needs.”

Yeezy even seeks to take on the crumbling education system and reshape it to instill a more lasting, relevant experience for developing minds. He suggests children select majors as early as grammar school,” and inserts his thoughts on the standard institution of education:

“School systems were designed to turn people into factory workers. Schools should be designed to prep human beings for real life. Spike Jonze and I want to do a Summer school that tries new forms of cuuriculim (sic)… Instead of kicking kids out of schools for using there iPhones… why not promote it? Allow kids to use search engines to do test… like the real WORLD!!! Kanye explains, “Give kids the amount of test they would have in a year in one day but they have to get everything perfect… Some kids have better memories than others… what about emotional IQs…”

West encourages folks ‘doper than he’ to shoot an email to the new firm expressing their interest in joining Donda. “Top world designers,” as he mentions, and other such creme de la creme need only apply.  “We need as many amazing powerful smart talented wealthy people to be involved… Come get on board… We need to pick up where (Apple founder) Steve Jobs left off.”



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