Y-3 - The Blueprint: Behind the Scenes with Jay Z's Life+Times

February 11, 2013



Celebrating it’s tenth anniversary this year, Y-3, the collaboration between Yohji Yamamoto and Adidas has solidified it’s place as one of the most successful designer-sportswear partnerships to date. Since 2003, the brand has meditated on the elegant potential of activewear, the constant exchange of cultural influence and the tension between Yamamoto’s aesthetic and Adidas’ expertise in technology. Here JAY Z’s Life+Times takes us behind the scenes at Adidas Group Headquarters for an exclusive interview with Design Director Lawrence Midwood, who speaks on the label’s history and how the nature of the collaboration itself informs what comes down the runway each season.