Kanye West Covers Time Magazine: With A $12 Bracelet


Hip-hop icon Kanye West and country star Tim McGraw will perform at this year’s TIME 100 gala, which celebrates the magazine’s annual list of the most influential people in the world, at Jazz at Lincoln Center in New York Tuesday.

We love the stone face cover, very Kanye. What we want to know about is that not so typical modest bracelet Kanye is was wearing. What’s the story behind the bracelet?

The accessory is from MyIntent, an organization that makes wearable accessories and describes themselves as “a catalyst for meaningful conversations and positive energy.” According to their website:

“We believe there is purpose inside each of us and we want our efforts to encourage people to share more truth and inspiration with each other. We are not a jewelry company – we are an intentions project.” The wearers can choose any word up to 12 letters as their ‘MyIntent Word’ that represents the challenge they want to overcome.


Chris Pan, founder of MyIntent and a former Facebook executive, shared the story behind Kanye and the bracelet. Here’s what he said:

“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.”

MyIntent has been picking up steam in the last year and has bestselling author Keith Ferrazzi and prominent Silicon Valley venture capitalist Tim Chang on the advisory board.


We support you Kanye and your mission to beautify the world. What is your mission? What is your intent word?


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