Kule sizini, ekugubheni iminyaka engu-10 yasungulwa, Y-3 ihlanganisa okwedlule nekusasa ukuze idale ukutolika okucacile nekusasa kwamasiginesha esitayela sezemidlalo. Umphumela uwukubheka phambili eminyakeni eyi-10 ezayo, kunokubheka emuva eminyakeni eyi-10 edlule.
Iqoqo le-Y-3 Spring/Summer 2013 lihlole izici zesithonjana zobuhle obuphambili balebula: amaphrinti agqamile nge-asidi; ama-silhouette aqinile, agqamile; i-graphic motif enemigqa emithathu; kanye nempumelelo enomthelela ezicathulweni nasezimpahleni. Yohji Yamamoto , umklami walebula, wachaza isenzo “sokubuyela emuva esikhathini esizayo,” esikisela ukwanga ngokungenamahloni kwazo zonke izinto u-Y-3. Njengoba umdwebo we-3-D weciko u-Devan Harlan uguqule isikhala se-St. John's Center, amamodeli ahamba ngendlela eya emculweni wokuqala ka-Jiro Amimoto kuyilapho isixuku esasiphambili sika-David Beckham, u-Michael Stipe, A$AP Rocky, Anton Yelchin, Brook Lopez, U-Isabel Lucas, uLupe Fiasco, uJesse Williams, uNatasha Bedingfield, uCasey Spooner, noLaure Shang babukele. Iqoqo lifune ukuhlola kabusha umgomo wokusungulwa kwe-Y-3: ukuchaza ikusasa lezemidlalo nesitayela. Okokuqala futhi okubaluleke kakhulu, lokhu kwakusho ukufakwa kwemidwebo yesithombe egoba iso, eklanywe nguMnu Hayashi, umshicileli wobukhosi emndenini wasebukhosini baseJapane (owaphinde waklama ukuphrinta kwe-hibiscus manje okutholakala eqoqweni lokuqala le-Y-3 lika-2003). Kulokhu, uHayashi wakhiqiza izihlokwana ezintathu—ezibizwa ngokuthi “Uphaphe,” “Amanzi,” “Neva”—ezinemibala egqamile ewuwolintshi, eluhlaza okwesibhakabhaka, ebomvana, neluhlaza. Lawa maphrinti azungeza kuyo yonke into kusukela kuma-mesh parks, amakepisi e-baseball, nezikhafu zikasilika ukuze kunwetshwe ama-tight, amathoyizi ekhanvasi, namagilavu aruffle. Ngendlela efanayo eyingcaca, i-Y-3 isebenzise i-adidas motif enemigqa emithathu ukuze ibe nomthelela omkhulu: ukuyigqamisa ngobubanzi obuhlukahlukene kumajazi aphephukayo, iziketi ezinemiphetho, nezinsiza ezigqamile.
Ngemuva kwesiteji, u-Beckham wabelane ngokuthanda kwakhe ilebula. “Ngilibonga kakhulu iqiniso lokuthi i-adidas yayinombono eminyakeni eyi-10 edlule yokuhlangana no-Yohji Yamamoto. I-Y-3 iyinhlanganisela ephelele yezemidlalo nemfashini—ukuphayona ngokuphelele.”
Mayelana neqoqo, uMnu. Yamamoto uthe: “Isifiso sami bekuwukwenza futhi namanje izingubo zemidlalo zibe zinhle futhi zinhle. Ngo-Y-3, sidale into ebingekho ngaphambilini. Ngemuva kweminyaka eyi-10, sesiphinde sithanda imivimbo emithathu.”
Ilungu leBhodi le-adidas Global Brands, u-Erich Stamminger wanezela: “Eminyakeni eyishumi edlule, i-adidas kanye no-Yohji Yamamoto baqala ukusebenzisana okwavula ingxenye yemakethe entsha. Impumelelo ye-Y-3 ingenxa yobuqotho bemiklamo ye-Yohji kanye nobuqiniso bomkhiqizo we-adidas. Uhlobo olunemigqa emithathu kuphela olungenza lokhu. ”
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