DONDA

DONDA is a creative content company founded by American rapper and fashion designer Kanye West.

West announced the company on January 5, 2012, via a series of Twitter posts.

In his announcement, West proclaimed that the company would "pick up where Steve Jobs left off"; DONDA would operate as "a design company which will galvanize amazing thinkers in a creative space to bounce their dreams and ideas" with the "goal to make products and experiences that people want and can afford."

The announcement garnered widespread media attention, including coverage by The Guardian, The Washington Post, The Huffington Post, The Wall Street Journal, and Time Magazine, which proclaimed the company's announcement the first major social media moment of 2012.

In February 2016 Stephen Colbert during The Late Show said of a DONDA organigram that "it is as ambitious as it is vague".

West is secretive about the company's operations, maintaining neither an official website or social media presence.

In stating DONDA's creative philosophy, West articulated the need to "put creatives in a room together with like minds" in order to "simplify and aesthetically improve everything we see, taste, touch, and feel". Contemporary critics have noted the consistent minimalistic aesthetic exhibited throughout DONDA creative projects.

Continuing a trend consistent in previous Kanye West projects, an additional hallmark of DONDA projects has been multi-disciplinary collaboration, often featuring prominent contributions from major figures in various creative fields. Prominent examples include painter George Condo, video artist/film director Steve McQueen, performance artist Vanessa Beecroft, artist Wes Lang, stage designer Es Devlin, artist/sculptor Takashi Murakami, photographer Jackie Nickerson, fashion designer Riccardo Tisci, and fashion house Maison Martin Margiela.

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