Why Kanye West Wore This $12 Bracelet on His Time Magazine Cover

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As most of us have already heard by now, Kanye West was inducted into Time’s list of 100 Most Influential People in the world. He is featured on one of five covers of the issue, and Elon Musk had some kind words to say about him in his profile.

But one thing about the cover spoke out to fashionistas — the modest bracelet that Kanye West was wearing. What’s the story behind that 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.

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We reached out to Chris Pan, founder of MyIntent and a former Facebook executive, to find out the story behind how Kanye got 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.

If you’re interested in getting a bracelet yourself, Chris Pan was kind enough to give our readers 20% off everything in the MyIntent store using code “nextshark20”.

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