Time Out says
Posted: Wed Jul 31 2013
It’s 10 years since the visionary Japanese designer Yohji Yamamoto hooked up with global sports brand Adidas to create Y-3, a conceptual break-away label fusing Yamamoto's avant-garde aesthetic with Adidas' sporty know-how. The new flagship located in evolving style destination Covent Garden, is aimed at a slightly younger, more trend-conscious customer than its well-established sister store in Conduit Street. Stepping inside you are greeted by an industrial, monochromatic interior with mirrored walls and three graphic shelves to represent Adidas’ three stripes. Yamamoto cleverly nods towards the Adidas branding with the iconic three stripes inconspicuously working their way into the clothing and accessories throughout. The price point is also slightly lower than the Mayfair store, though still expensive with prices starting at £80 for a T-shirt. This season the clothing – which includes fluro-edged transparent rain macs and oversized knits – is inspired by '90s techno/grunge vibe and features catchy graphic camouflage print but the main draw here, as any sneaker-freak will tell you, is the footwear. Every pair of shoes is influenced by technical Adidas sports shoes from boxing boots to track shoes but in sleeker and more refined version. The Honja classic for example, £180, a simple, pared-down reinvention of the skate trainer, remains a best-seller.