Print specialist YR Store has collaborated with Japanese streetwear brand ‘A Bathing Ape’ to launch a pop-up within Selfridges on London’s Oxford Street where customers can design their own personalised T-shirts printed on Epson SureColor direct-to-garment printers.
Based on the menswear floor of the store, the pop-up outlet provides a while-you-wait service via Epson’s SureColor SC-F2000 printer. The kit can print a single white T-shirt in 27 seconds. It uses Epson’s UltraChrome DG Ink that allows the printed area to remain soft yet hardwearing and has good light- and wash-fastness, as well as stretch resistant properties.
“Bespoke and customisation are key to our brand’s identity and this collaboration with such a respected streetwear brand will allow us to offer our customers something completely different,” said YR Store creative director Tim Williams. “Working with Epson technology means we can provide the highest quality product in super-fast time, offering customers a great retail experience and their own unique garment – a collector’s item even.”
All T-shirts are made of white super-fine cotton with a choice of twelve iconic BAPE camo patterns, colours, letters and numbers. Adult T-shirts retail at £100 and those for children at £70. The pop-up will remain in store until 24 December 2014. Visitors to Selfridges Birmingham and Manchester will also be provided with the same design experience in-store, with the item shipped next day for in-store collection or sent by mail.
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