Boardgames : YR Selfridges

Following our successful launches at Liberty, Topman and Boxpark, YR Store - the world’s first live all-over print specialists have joined forces with Selfridges for the retailer’s “Board Games” project, a celebration of skate and surf from a high fashion perspective.

Speaking on the Board Games concept, 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.”

YR STORE’s specially developed software and high specification digital printing process enables customers to design their own garments in store.  Using YR’s interactive touchscreens, consumers design one-off patterns and see them printed onto high quality garments right on the shop floor, within minutes.   YR ‘s sublimation print process uses special ink that produces photo-quality prints that are non-fading and long lasting.  In accordance with the Board Games aesthetic across the store, YR’s interactive design assets will be carefully curated to offer customers the chance to create classic surf and skate inspired designs.  

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.

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."
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.  YR STORE will introduce new garments to their range for the Selfridges collaboration, with premium crew neck sweaters and high quality t-shirts for consumers to print their designs onto.

For press appointments at YR Selfridges contact press@coffinoncake.com.