Brand Purist • Branding projects • YR x A Bathing Ape®

Fashion co-branding and retail design for a cult brand collaboration

Overview

The YR Store and A Bathing Ape collaboration offered exclusive designs for customisation at Selfridges department stores in London, Birmingham and Manchester. Fans could personalise premium t-shirts with BAPE’s iconic camouflage patterns.

We supported YR by providing brand consultancy and design services, helping raise YR’s profile through this significant project. Their team-up with the Japanese cult brand helped boost YR’s credibility as a fashion-focused tech brand.

Customisation booth for YR x A Bathing Ape at Selfridges in London.

“Customizable fashion brand YR Store has announced its latest collaboration, one that will surely have HYPEBEASTs around the world going apeshit.”

Portrait of HYPEBEAST
HYPEBEAST
Visitors approaching the YR x BAPE customisation booth at Selfridges, Oxford Street.

“When we secured this collaboration with A Bathing Ape and Selfridges in London it was a real pinch myself moment. Two global powerhouses wanted to work with YR and its awesome team and technology. Ten years on and we had opened offices around the world and worked with loads of the biggest brands doing what we do. Very proud of everything we did as a team.”

Portrait of Tim Williams, CEO, Co-Founder of YR Store
Tim Williams
CEO, Co-Founder of YR Store
T-shirt featuring BAPE logo with signature camouflage pattern.

Brand consulting

As YR’s branding partner, we deeply integrated collaboration into the brand’s core DNA. We assisted YR in selecting ideal brand partners that aligned with their vision and ethos. To help elevate the YR brand, we emphasised the importance of representing YR as an equal to the brands it collaborated with. Design has played a crucial role in reflecting these strategic goals.

  • Baby Milo artwork with blue camo pattern on a children’s t-shirt. A Bathing Ape logo with pink camouflage fill on a t-shirt.
  • Comic book style animal pattern by A Bathing Ape on a t-shirt. Multi-coloured camouflage pattern filling a circular BAPE logo on a white t-shirt.

Co-branding

We were given free rein in designing the graphic assets for the collaboration. Our guiding principles were balance and impact. Although BAPE was the more established and recognisable brand, we aimed to give equal space and importance to both brands.

Patterns derived from its logo were always integral features of YR’s visual identity. Pairing them with BAPE’s iconic camouflage resulted in a striking visual. By utilising gold – a symbol of prestige in Japanese culture – in both designs, we created a through-line between the two facets of the co-branded visual identity.

Logo lockup

BAPE’s two logos guided our approach. Featuring both the text-based logotype and the legendary ape silhouette ensured visual variety and brand recognition. From the very beginning, we designed the YR logo to have maximum versatility, ensuring that it would pair synergistically with other brand symbols.

  • Logo lockup for YR x A Bathing Ape against BAPE’s signature camouflage backdrop.
  • YR x BAPE collaborative logo lockup on YR’s shard pattern background.
Project reel

A short video was produced to showcase YR’s customisation process. The video tells the story of how customers can design their personalised t-shirt in-store and see it printed live in front of them. We produced brand animations for the video.

Store design

The YR team devised a cube-like structure with two large touchscreens and a built-in print station to fit the limited footprint available at Selfridges on Oxford Street. Our graphics brought the collaboration to life by combining both brand’s signature patterns and collaborative logo lockups. The striking designs helped catch consumers’ attention, inspiring them to create their own BAPE t-shirts while also increasing footfall.

Side view of the YR x BAPE installation at Selfridges, wrapped in co-branded vinyl.
Customers using YR Store’s design software to create personalised BAPE t-shirts at Selfridges. Customers browsing BAPE t-shirts from the YR Store collaboration at Selfridges. Close-up view of YR x BAPE t-shirt customisation software. Close-up of a personalised BAPE t-shirt printed direct-to-garment.
  • Customisation booth for YR x BAPE t-shirts at Selfridges department store.
  • YR Store staff setting up printing and design equipment at Selfridges in London.
  • Detailed view of co-branding vinyl featuring YR Store and BAPE brand designs at Selfridges.

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