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Japanese fashion designer Y-3 opens first store in Austria

18 Sep '12
2 min read

Y-3 opens its first Austrian store at EMIS Modegalerie Vienna. EMIS has been specialized in Japanese designer brands since its launch in 1985. 

The owner Nikos Andripolous described his passion with the following words: "For a long time I was searching 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."
 
Y-3 launches its own self-contained 60 m² 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 finds inspiration in the steppes of Central Asia, blending tradition and modernity for a fusion of styles and shapes inspired by nomadic culture.
 
In October 2002, Y-3 launched its first Spring/Summer 2003 collection in Paris. ‘In Japan, you can see the triple stripe everywhere, on trains and on the streets…I asked myself, how can I continue my creative life without this? So, I asked my assistant to call adidas.’  - Yohji Yamamoto, Creative Director Y-3
 
Three years later, Y-3 made its New York Fashion Week debut. 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 9th 2012, adidas and Yohji Yamamoto commemorate ten years of Y-3.
 
 ‘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. 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.’  - Hermann Deininger, CMO adidas Sport Style and Performance Divisions

Yohji Yamamoto

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