Selfridges x YR Store

A woman who knows how to command a good board, be that on sea or land…it might not be everyone’s cup of tea, but we like the odds that it makes a lot of your hot-lists….

If you fancy meeting some athletic, talented girls…for a summer riding all the waves and pavements that Britain has to offer, you might want to start hanging out in Selfridges.

The super-department has just launched their London Board Games project featuring the all-over print specialists YR STORE. The project sees a juxtaposition of skate and surf wear, alongside some familiar high fashion names such as  Stella McCartney, Christian Louboutin, and Isabel Marant, collaborating together to create custom boards for anyone who fancies one!


To make the whole thing come alive they have even created a skate park for the event, which is located on the women’s floor of the central London store.

Customers will be able to use the YR STORE’s specially developed software, interactive screens and digital printing processes to design their own one-off, statement piece, within minutes.   In accordance with the Board Games aesthetic, YR’s interactive design programmes will be carefully curated to offer customers the chance to create classic surf and skate inspired designs with a summer/beach vibe.

Selfridges YR Store

At the very least, a unique present for someone active..and hey, who says the girls should have all the fun. We hear floral prints are doing the menswear rounds this Summer too…

The Selfridges x YR Store Collaboration is in situ for the next six weeks.

Check out the YR Instagram: @YRSTORE

Keep updated via Twitter: @YRSTORE

Or keep your eyes peeled on the WEBSITE.


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