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Y-3 London

Y-3 London

Y-3 London

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.