Y-3 Celebrates A Decade

The label opens a new store on Floral Street and announces a second in Selfridges.

Ten years, two labels, one store. Sort of. Y-3 – the brand that joins the German sports label adidas and Japanese designer Yohji Yamamoto – is celebrating a decade of existence with a new store in London’s Covent Garden.

Situated on Floral Street, the Grade II listed building is the brand’s second UK store (the other has a polite spot on Conduit Street), and is set to become its flagship.

Bearing more footwear then its Mayfair counterpart – primarily trainers poised on white shelving separating the fitting rooms from the rest of the store – it also boasts a strong mix of both men’s and womenswear, despite the 60:40 divide the brand produces.

Men’s clothing sits on the right while the left is taken up by more feminine versions of that opposite (leather jackets, transparent macs, thin knits), and each side follows the same colour scheme; predominantly black with neon shades of green and pink making appearances down the front with khaki hanging at the back.

A projection of the AW13 show is on rotation on the wall while centre sits the till point, like some sort of cabinet bearing spaceship.

Still to come from the label, a womenswear pop-up is planned for Selfridges’ denim floor later this month (launching on 19th August).

So only slightly different from celebrations we had as ten year olds then.

www.y-3store.com

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