has opened its first flagship store in Great Britain in London in collaboration with luxury retail partner Hervia. The store with 200sqm on two floors is located on 54 Conduit Street, Mayfair, right across from the Yohji Yamamoto boutique. The store’s interior, featuring industrial materials and an ultra-clean aesthetic, reflects the brand’s global signature retail concept with a modern look of clean lines and great depth. The store carries the full range of the s/s 2011 collection including men’s and women’s apparel, footwear, accessories as well as the kids range.

Y-3 celebrated the opening with an in-store reception and party at Paramount. Amongst the VIP guests were Y-3’s Creative Director, Yohji Yamamoto, soccer icon Zinedine Zidane, adidas’ Creative Director, Dirk Schoenberger, British actor Rupert Everett or British designer Henry Holland.

Y-3 was officially launched in 2002 with the s/s 2003 season in Paris. Since September 2004, the brand has expanded its own retail business across Asia, Europe, the Middle East and the US. Recent openings include Miami, Los Angeles, Milan, Beijing, and Dubai. The London store opening marks ten years of a successful partnership between adidas and Yohji Yamamoto.