Has Yohji Gone SKIMS?

Has Yohji Gone SKIMS?. Yohji Yamamoto has introduced UNDER Y's, a full range of undergarments that prove even avant-garde brands aren't above selling niche underwear.

O que aconteceu

Great news for all-black-clad devotees of Yohji Yamamoto: You can now wear the legendary designer down to your actual underwear, via its new UNDER Y’s collection.

It only took 55 years for the designer to catch on to the value of the market but now, he's finally digging in.

(Ar at least his eponymous company is.) This is not Yamamoto gone SKIMS but, at the same time, it's about as close as we're gonna get.The move makes sense, given that Yamamoto's many sub-labels have been quietly turning into his name recognition a full lifestyle empire, albeit one anchored to funeral-chic silhouettes.

Por que importa

Os números em evidência ($59, $118, $170) ajudam a medir o impacto no dia a dia de empresas e leitores de Moda.

Consequência prática

Towels, home goods, leather handbags, and New Era sportswear sit beside Yamamoto's archetypal black shirts and balloon pants, so not so surprising that Yamamoto’s foundational Y’s label might launch an UNDER Y’s underwear collection “created not to be seen but to become part of everyday life,” per the press release.

The collection includes a series of basics that run from ¥8,800 ($59) for a pair of short leggings up to ¥17,600 (about $118) for a long-sleeve mock-neck, plus the satisfaction of knowing you have Yohji on beneath your Yohji.

It's more about the vibes than the product itself, which is pretty classic as far as undergarments are concerned.This isn’t a Yamamoto label’s first ride at the underwear rodeo — the Pour Homme line sells a $170 two-pack of boxer briefs and Y3, the line Yamamoto co-created with adidas, has always sold socks and similar sporty essentials.

But by establishing an official line of undergarments through his mainline Y’s label, the designer's imprint is betting that there’s room for more designer underwear in a category that’s crowded with disruptors like SKIMS and veteran brands like Calvin Klein alike.

Great news for all-black-clad devotees of Yohji Yamamoto: You can now wear the legendary designer down to your actual underwear, via its new UNDER Y’s collection. Com base em $59, o movimento reforça a leitura de que decisões em Moda precisam ser acompanhadas com atenção aos dados e ao desfecho concreto.

It only took 55 years for the designer to catch on to the value of the market but now, he's finally digging in. Com base em $59, o movimento reforça a leitura de que decisões em Moda precisam ser acompanhadas com atenção aos dados e ao desfecho concreto.

(Ar at least his eponymous company is.) This is not Yamamoto gone SKIMS but, at the same time, it's about as close as we're gonna get.The move makes sense, given that Yamamoto's many sub-labels have been quietly turning into his name recognition a full lifestyle empire, albeit one anchored to funeral-chic silhouettes. Com base em $59, o movimento reforça a leitura de que decisões em Moda precisam ser acompanhadas com atenção aos dados e ao desfecho concreto.