Adidas’ celeb-rated sporty-chic luxury label, Y-3, opens in LA with a bang.
The sleek new Y-3 boutique in the Fairfax District takes “haute sport” to a whole new level.
One might think Kim Kardashian, Jared Leto and Idris Elba embody completely dierent senses of style—one’s a devotee of monochromatic bodycon everything; another, a chameleonic Burning Man-going superstar; and the last, the next James Bond (or so the rumors go). But they all wear Y-3. The high-end Adidas offshoot designed by the iconic and avant-garde Yohji Yamamoto brings all types together, and the label’s new Los Angeles boutique showcases that fact.
Situated in the funky-cool Fairfax District (perhaps best known for being where sneaker-heads wait in ungodly lines for the latest limited-edition kicks), the new store “was built with both innovation and creativity in mind, yet still simple in design,” says Torben Schumacher, general manager of Adidas Originals. It’s where future, sport and tradition all meet the street via a facade articulated in the Japanese woodwork technique of Shou-sugi-ban and interiors of shimmering brushed stainless steel. “The construction was based on Japanese heritage craftsmanship, with a strong attention to detail, which is a quality also shared with the collection,” Schumacher adds. Those exacting details—and a subtly elegant ethos paired with utilitarian function—are a signature of Yamamoto’s, surely part of what draws an A-list fan club.
Inside, the 1,500-square-foot space is inspired by traditional Japanese tea rooms, pleasingly spare and white, allowing the spring-summer 2018 men’s and women’s apparel, footwear and accessories to take center stage. “The store represents the best of Adidas and the best of Yohji,” says Schumacher, who noticed the excitement created by the successful LA pop-up shop that inspired this permanent home. “It was time to build momentum in the city again, re-establishing our presence and reconnecting with our consumers on a more tangible level.”
138 S. La Brea Ave., LA, 323.746.5060, y-3.com
Photography by: Y-3 PHOTOS COURTESY OF Y-3; IDRIS ELBA PHOTO BY TOBY ZERNA/NEWSPIX