Launching Y-3 SPORT in the Ruins of Venice Beach
SSENSE Celebrates the Launch of Y-3 SPORT with Los Angeles-Based Photographer Max Farago
- Photography: Max Farago
At the beginning of this century, Yohji Yamamoto partnered with adidas to form Y-3, a label that went on to single-handedly define the now-ubiquitous “athleisure” segment of the clothing market. Y-3’s first move into sportswear was classic Yamamoto: Paint it black.
Black was a break from traditional white tennis clothing, but it was also a way of fusing fashion with sport. It instantaneously freed sportswear from the gym and the tennis court, making it the international language of contemporary urban dress.
For Y-3, sportswear is a site of experimentation. It is a proposal for what clothing in the future will look like. In his new Y-3 SPORT line for men and women, Yamamoto turns his attention to highly functional performance clothing. With signature dark tones and cyberpunk silhouettes, the line utilizes adidas innovations such as BOOST cushioning, seamless constructions, lightweight adizero and Primeknit fabrics, and fatigue-reducing Techfit technology.
To celebrate the debut of the Y-3 SPORT collection, photographer Max Farago shot a group of futuristic wanderers amidst the ruins of a deserted Venice Beach sports complex.
- Photography: Max Farago
- Styling: Julian Dartois
- Casting: Lizzy Weinraub / Castpartner
- Models: Theo / Wrenn Management, Jan / Wrenn Management, Sesen Debesai, Maro Chon, Jeanette Pacheco, Fash, Sara Cath
