Y-3 LONDON
| Address | 54 Conduit Street; London W1S 2YY by Savile Row |
|---|---|
| Neighbourhood | Mayfair | See on map |
| Tube | Oxford Circus [Bakerloo, Central, Victoria] |
| Telephone | +44 20 7434 2324 |
| Website | http://www.y-3.com/ |
Nobody in the UK ever thought Adidas three-stripes would be a smart fashion choice in a country which had designated them the province of ‘chav’. But the Germans, never ones to be defeated (ahem), roped in Japanese tailoring whizz Yohji Yamamoto, who took the ‘3’ to a whole new stratospheric fashion level with this now ten-year long collaboration.
Unlike other street style-meets-fashion designer mash-ups, Y-3’s always been designed from scratch rather than reappropriating existing designs with a logo here or there, and has as such collected quite the cult following for its luxe sportswear that seamlessly translates to everyday attire.
To celebrate a decade in business, Y-3 has opened its first flagship store on UK soil at London’s Conduit Street, right opposite Papa Yohji’s own boutique. The swanky address is matched by an ultra-clean interior aesthetic, featuring lots of industrial fittings across two floors. The 200 square metre space stocks men’s, women’s, children’s, accessories and footwear as well as rolling out a selection of limited-edition sneakers for the anniversary. Council estate chic has well and truly landed. We kid, we kid.
