Y-3 Launches Atelier Line With Paris Pop-up and Exhibition
THREE STRIPES IN: Two decades ago, Adidas and Yohji Yamamoto came together for Y-3, which revisited sportswear through the Japanese designer’s lens.
Now, they’re bringing that vision full circle with the launch of Y-3 Atelier, a line that will parlay the patterns of Yamamoto’s runway pieces into items that cut closer to his namesake brand than ever.
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The line is meant to draw on “monozukuri” (or “making things” in Japanese) and a craft-focused creative approach to channel the Japanese designer’s “approach to production driven by skill and undeterred dedication,” stated the sports apparel company.
Each piece will be decorated with a custom Three Stripes detail in a nod to Adidas’ branding.
“The [Adidas] Three Stripes are so charming and at the same time so strong. In the black, putting three white stripes, it’s very strong. I was excited by that,” said Yamamoto in a statement announcing the new line.
Apparel in the Y-3 Atelier line will retail from 1,100 euros for a men’s cut-off jacket and 1,500 euros for a trenchcoat, up to 2,500 euros for a parachute dress and 3,600 euros for the most elaborate piece, a men’s track top.
Launching exclusively in Paris with a three-day pop-up in collaboration with e-tailer Ssense, the Atelier line will fall into a seasonal rhythm as of next season.
In addition to the 10-piece inaugural collection, the Ssense pop-up will also feature an exhibition of photographs shot by Daidō Moriyama.
Commissioned by AnOther Magazine, the Japanese photographer captured Y-3 Atelier looks at Narukiyo Izakaya, a hard-to-find eatery with a cult following located in the Shibuya district of Tokyo, in gritty black-and-white.
The images are said to reflect the shared values of Yamamoto and Moriyama, named as “a quasi-obsessive loyalty to monochromatic palettes, a desire to find magic in the everyday and a relentless commitment to breaking all the rules.”
The Ssense pop-up will be open from 11 a.m. to 7 p.m. at 42 Rue de Sevigné in Paris’ buzzy Marais neighborhood.
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