YR STORE are the first live digital design and print specialists. I first came across YR STORE at the SS14 Coffin On Cake press day, where I created a personalised design for a tote bag! Since their launch in August 2013, YR STORE have collaborated with some of the UK’s most high profile fashion retailers, from Topshop to Liberty and now, with Selfridges.

It's a brilliant concept and one that has been really positively received. Following the success of YR LIBERTY, YR STORE are set to take up residence on Selfridges womenswear floor from Monday 3rd March as part of the store’s SS14 project, "Board Games".

Click read more to find out about YR SELFRIDGES.

The "Board Games" concept is a project to celebrate skate and surf wear from a high-end fashion perspective. Sebastian Manes, Selfridges Buying Director said, “With Board Games, we have worked to harness board sports’ unmistakable influence on fashion, lifestyle and culture. The scheme will offer a spectrum of the most extraordinary products across every department.”

You'll be able to design your own garments in store, like I did with my tote, using YR’s interactive touchscreens. You have to opportunity to design one-off patterns and see them printed onto high quality garments right on the shop floor, within minutes! Created exclusively for Selfridges, YR’s “Board Games” design assets will include a palette of summer and beach inspired graphics, allowing each user to design a personalised version of a Hawaiian print or use retro surf and skate inspired typography to create their own statement pieces. As well as new design assets, YR STORE will also be introducing new garments to their range for the Selfridges collaboration, including premium crew neck sweaters and high quality t-shirts. 

YR STORE Creative Director Tim Williams said, "It's really exciting for us to launch into Selfridges less than a year after the YR brand was created.  YR believe that the future of fashion is in bespoke garment creation, and we are looking forward to offering Selfridges customers the opportunity to curate their own prints and patterns in store, across our exciting new garment range, creating truly personalised fashion on demand."

Check out some more examples of the designs you can create at YR SELFRIDGES.

Make sure you give YR a follow on Instagram at @YRSTORE, via Twitter @YRSTORE and online here 
for updates on everything you need to know! Who are we going see at the pop-up?


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