Print Project Lets Shoppers Create One-Off Designs
Japanese label A Bathing Ape is allowing fans to customise its pieces as part of a team up with print specialist YR Store.
Shoppers are able to “delve into the Bape pattern archives” to create their own unique garment, selecting a design, customisable varsity text and numbers to print onto a plain t-shirt of their choice.
The collaborative project, which launched on the menswear floor of Selfridges, offers twelve camouflage prints and patterns designed exclusively for the collaboration.
Speaking about the project, YR Store creative director Tim Williams said: “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,” he added.
Visitors to Selfridges in Birmingham and Manchester will also be able to design their T-shirts in store, with the item available for next day shipping.
The personalisation project is a first for A Bathing Ape, also known as Bape, which was founded by Japanese music producer Nigo in 1993.
YR x A Bathing Ape pieces are available now until 24th December in Selfridges London, with adult t-shirts priced at £100 and children’s at £70.