“Blink” Retail: Y3 launches second London store

When I think of Adidas and designer collaborations, the first name that comes to mind is Stella McCartney. I guess that might be the case for most people. After all, the Stella for Adidas collection is really fabulous and highly covetable so I don’t feel to bad about that.

In actual fact, the Stella hook up is the second designer collaboration for Adidas. This year is the tenth anniversary of the Y3 collection, the name of the Adidas collaboration with conceptual and utterly innovative Japanese designer, Yohji Yamamoto. Yamamoto is one of the longest standing and most influential designers out of Japan, alongside Comme des Garcon’s Rei Kawakubo and Issey Miyake. The Y3 collection is less about functional sportswear and more about a sports inspired take on relaxed fashion, expressed with Yamamoto’s signature sculptural shapes and innovative detailing.

The new Y3 store is a clean and open space on Covent Garden’s Floral Street, subtly reflecting the Adidas three stripe signature through the triple shelving. The use of mirrors helps to show the detailed elements of the footwear collection in 360 degrees. The shoes in the Autumn collection deserve that additional focus as they are quite stunning, from the refined Y3 trainers to incredible platformed designs with amazing furry inserts.

Y3 new Covent Garden store

Y3 new Covent Garden store

Y3 new Covent Garden store interior

Y3 new Covent Garden store interior

Y3 new Covent Garden store interior

Y3 new Covent Garden store interior

Y3, Floral Street

Y3, Floral Street

Y3, Floral Street

Y3, Floral Street

Y3 mens accessories

Y3 mens accessories

Y3 will also be popping up in Selfridges new Denim Studio with a special collaboration from 19th August, so if you’re a fan of this brand then be sure to go and see it.

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