Y-3 hits Austria

Y-3 has opened its first Austrian store at EMIS Modegalerie Vienna.

The store has specialised in Japanese designer brands since its launch in 1985.

EMIS Modegalerie Vienna owner Nikos Andripolous says he created the store after searching long and hard for designers “whose form was able to transcend seasonal trends without taking refuge in copying the established but unoriginal classical models”.

“What I found in our Japanese designers was a creative approach that deconstructed and recreated established ideas, creating a completely new form with a timeless capacity,” he added.

Y-3 has opened in its own self-contained 60 sqm corner, offering men’s and women’s wear, accessories as well as footwear from the Autumn/Winter 2012-13 season. The current Autumn/Winter collection is inspired by the steppes of Central Asia, blending tradition and modernity for a fusion of styles and shapes inspired by nomadic culture.

Y-3’s ongoing success is due to the perfect blend of Adidas’ expertise in sport functionality and Yohji Yamamoto’s signature sense of style. With its Spring/Summer 2013 collection launched on September 9, 2012, Adidas and Y-3 creative director Yohji Yamamoto mark 10 years of collaboration.


‘We live in a sport and body conscious age and it will continue to develop in this direction. The high-end fashion athletic business has not reached its peak yet,” said Hermann Deininger, CMO Adidas sport style and performance divisions.

“More such collaborations could be possible but Y-3 has an advantageous position, it has created a niche, being the originator of this market segment.”

GB

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