The first high-end piece of clothing I ever purchased in Tokyo was a skirt by Y3 about 7 years ago. That evening Yohji Yamamoto was going to hold a reception party at Spiral hall to celebrate the opening of the Aoyama Y3 flagship shop and I COULDN’T show up in anything other than his brand. “You’re crazy,” said my friend Gen who balked at the prices. “I know. But I need SOMETHING.”
It’s been 10 years since the brand started, and rewinding back to that time, the idea of Yohji Yamamoto designing a brand for Adidas was extraordinary. For me personally, I am having a bit of a Y3 revival. I still have that skirt from 2006 but I think it’s going to be joined by a lot more cousins soon. Y3 is the perfect blend of street-wise with exclusive intelligence. I want avantgarde but “train” wearable. And cachet, too.
To celebrate the 10 year anniversary, the brand produced a book of photos chronicling the fashion shows, backstage shots, ads and other scenes throughout the year. This “Ten years of Y-3” tome is only getting into the hands of 2,000 people-friends, ambassadors and VIP (ah, thankyou!)….and not for sale. It can be seen at the shops BUT it’s also got a very cool website where all the contents can be perused.
Here’s some “Did you know?” about Y-3:
*The Adidas “3 stripes” logo has regulations like on size and the amount of space between them, but for Y-3 Yohji is *completely* free to rearrange them however he wants. He can make them fat, small, colored or twist them up.
*The styling for the show is handled by Yohji himself. He will pick preliminary outfits and have them sent to New York where it gets refined. Hand-on designer! Respect!
* Speaking of New York, the brand is moving from NYC Womenswear Fashion Week to Paris Menswear Fashion Week starting this coming January. NYC is losing something special!
*The shoes are INCREDIBLE. That is all.
If you haven’t looked up the brand lately, I highly suggest that you do! You will be surprised at how much you can dig up.
p51 Spring Summer 2004, L’Institut du Judo Paris, October 9 2003
p75 Autmn Winter 2005-2006, L’Opera Comique Paris, March 3 2005, Photography Villa Eugenie
p79 Autumn Winter 2005-2006, L’Opera Comique Paris, March 3 2005
p87 Autumn Winter 2005-2006, L’Opera Comique Paris, March 3 2005
p95 Spring Summer 2006, Campaign, Art Direction Terry Jones, Photography Matt Jones
p101 Spring Summer 2006, 55 Wall Street New York, September 3 2005, Photography Simon Procter
p109 Autumn Winter 2006-2007, Roseland Ballroom New York, February 8 2006
p125 Spring Summer 2007, Campaign, Art Direction Lloyd & Co, Photography Mario Sorrenti @ Art Partner, Model Kinga Rajzak @ IMG Models
p143 Autumn Winter 2007-2008, Hunter College New York, February 7 2007, Photography Simon Procter
p145 Autumn Winter 2007-2008, Campaign, Art Direction Lloyd & Co, Photography Mario Sorrenti @ Art Partner, Model Masha Novoselova @ Marilyn Agency
p157 Autumn Winter 2007-2008, Campaign, Art Direction Lloyd & Co, Photography Mario Sorrenti @ Art Partner, Model Shaun Haugh @ Red Model Management
p227 Autumn Winter 2009-2010 Pier 40 New York, February 15 2009
These clothes don’t look like vintage or archives AT ALL. Must get this jacket!! Good design transcends trends…
p247 Spring Summer 2010, Park Avenue Armory New York, September 13 2009
p255 Spring Summer 2010, Park Avenue Armory New York, September 13 2009
p257 Autumn W 2010-2011, Campaign, Art Direction Lloyd & Co, Photography Alasdair McLellan @ Art Partner, Models Joey Kirchner @ Soul Artist Management / Kerry Degman @ Soul Artist Management / Lawrence Stiers @ Soul Artist Management
p326 Spring Summer 2012, Campaign, Art Direction Lloyd & Co, Photography Collier Schorr @ Artist Commissions, Model Valerija Kelava @ Elite Model Management
p328 Spring Summer 2012, 82 Mercer Street New York, September 11 2011
p381 Spring Summer 2013, St John’s Center 330 West Street New York, September 9 2012