[Why Y3?]

Happy Birthday to Y-3!

Today  the sports-fashion label Y-3 opens up their ‘Platform’ space in London’s famous Selfridges to celebrate their 10th birthday with a one-off capsule collection. Sitting in the denim studio for one month only, the womenswear offering will feature 10 key highlights from the label’s autumn/winter 2013 collection, which served as a reinterpretation of the brand’s signature and most successful pieces from throughout the past 10 years.


The 50 square metre space on the 3rd floor has been specially designed to create a unique Y-3 area that embodies the pioneering sleek sports-meets-style aesthetic.

“Ten years ago, together with Adidas, we created something that did not exist before, and we completely projected the future,” said Yamamoto. “My desire was, and is to make sportswear elegant and chic. Adidas has always been a very personal inspiration to me, and it continues to enrich my creative life.”

F39537 SEA BACKPACK F39539 SEA BUCKETBY3_AW13 Campaign_No_Logo_150_W_P

“Since 2003, Y-3 has evolved perceptions of sportswear in fashion, establishing itself as one of the most vibrant and innovative labels in the marketplace,” said Judd Crane, director of womenswear at Selfridges. “The creative partnership between Yohji Yamamoto and Adidas gives the label an unmistakable handwriting and a rich archive of modern references.”

Running until October 19th – exclusively to Selfridges London.


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