Costume Exhibition Du Jour Redux

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Y-3 Adds A SoHo Flagship
On Greene Street

Earlier this year, around Fall Fashion Week time, Yohji Yamamoto hit the West Village with a dual opening of an eponymous boutique and the first New York shop for the Y-3, line he designs in collaboration with Adidas. When we heard that Y-3 was taking the spot on Greene Street once reserved for Evisu, we thought, "Already?" but the brand seems to have taken a page from the Juicy Couture store opening blitz handbook: Start with a small store, and then quickly build a franchise of ever larger units around the city until you get to the flagship.
Within the space of a year, Yohji has gone from a single longstanding designer boutique on Grand Street to four shops for his various lines, with a fifth for his Y's/Mandarina collaboration on the way.
Again during Fashion Week, the new, much bigger, two level Y-3 flagship opened in SoHo, offering the brand spanking new setting to really show off what started as a sneaker collaboration and has developed into a fully fledged lifestyle collection.
While both brands like to play up the athletic roots of the collection, make no mistake, this is a sportswear line, and there's no longer anything much here to wear to the gym unless you like to work out in a tweed suit. Aside from the sneakers, nothing here really looks very Adidas anymore, it's all very Yohji, and while it's not exactly inexpensive (ladies tweed jacket- around $950), compared to the main Yohji Yamamoto collection a few blocks away, it's well priced, with all of the designer's signature details.
Like it's West Village sibling, the store is all minimal white surfaces and mirrors, the better to show off the product, which now includes a full line of bags and accessories.
Our only complaint? We would love to see more of Yohji's take on more technical athletic gear, like we saw when the line first started.
Of course, then we would like someone to buy it for us.
Y-3 92-94 Greene Street between Spring and Prince Streets
Previously, Yohji Yamamoto's West Village Double Header

More pictures after the jump

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