Renowned print specialist YR Store is proud to announce a special collaboration with cult streetwear brands Obey, BOY London and GCDS. Taking place on the brand new Women’s Contemporary room in Selfridges, Oxford Street, YR Obey, YR BOY and YR GCDS will offer exclusive designs created specifically for the collaboration.
The YR Obey, YR BOY and YR GCDS installation will be held in the prestigious department store throughout the Christmas season. For fans of the iconic brands, the collaboration is a once in a lifetime opportunity to delve into artwork archives to create their own personalised product. Consumers will be able to select from a range of exclusive designs to print on premium t-shirts or sweatshirts.
YR Store Creative Director Tim Williams said, “We are very excited to be collaborating with such respected streetwear brands Obey, BOY and GCDS all at the same time. Bespoke and customisation are key to our brand’s identity and this collaboration will allow us to offer our consumers something completely different, a collector’s item even. To ensure the best in quality, we have invested in a state-of- the-art live digital print process where consumers can get their tees printed in just a few minutes.”
The YR Obey, YR BOY and YR GCDS installation will be available exclusively in Selfridges until 24th December.
All t-shirts and sweatshirts are made from super-fine cotton and supplied by the collaborating brands and and price starts from £45.
ABOUT YR STORE
YR Store (pronounced Your Store) is the brainchild of interactive digital specialists YR, whose work includes cutting-edge digital store and event concepts for the likes of Nike, MTV and New Era. YR creates live garment print installations which feature interactive touch-pods, and the world’s only live all-over digital printing process. The YR Store experience offers designers and the general public the opportunity to create one-off patterns and prints and produce their work onto high-quality garments to take away within minutes in selected stores and at live events.
OBEY Clothing was founded on the art, design and ideals of Shepard Fairey. What started for Fairey with an absurd sticker he created in 1989 while studying at the Rhode Island School of Design has since evolved into a worldwide street art campaign, as well as an acclaimed body of fine art.OBEY Clothing was formed in 2001 as an extension of Shepard’s range of work. Aligned with his populist views, clothing became another canvas to spread his art and message to the people. OBEY is about variety and experience, thinking about your surroundings and questioning the purpose. The medium is the message.
Founded by Giuliano Calza and his brother, Giordano, GCDS started as a digital project named after a Milanese party called Giuro Che Domani Smetto(Italian for "I swear I’ll stop tomorrow"). Founded in July 2015, it originated as a line of T-shirts printed with the letters GCDS before morphing into what it stands for today: God Can’t Destroy Streetwear.