Y-3 "walks backward into the future".
21 Aug. 2013
Y-3 launches 10 year anniversary collectionCelebrating its 10 year anniversary, Y-3 Designer Yohji Yamamoto looks back on the brand’s past and forward to its future. The concept is titled Future Thrift and it imagines how future generations might mix elements of technology and tradition.
Yamamoto describes the act of “walking backward into the future,” suggesting a unique, non-linear idea of time passing.
Shot and filmed in an abandoned warehouse on Manhattan’s Lower East Side, strong colours and textured graphics highlight the product as focal point of the images and in the season's mood video. Robbie Fimmano was the photographer and creative direction was done by Lloyd & Co.
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