The Rise and Fall of Y-3? | WTH

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Reggie breaks down some of the mishaps Y-3 has made over the last few years and how the adidas sub-label managed by Yohji Yamamoto can right the ship and capitalize on current trends.
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[@naturalmystic1262]

I'm one of those "Y-3 purists" and I'm happy Y-3 is not that hype. I don't want those hypebeasts buying all the Y-3 and flipping it 10x the retail price

[@stormeth1313]

How do you feel about the Palace Collaboration? Is it stepping into that territory in a way you don’t like- or do you like it?

[@naturalmystic1262]

@@stormeth1313 Well that collab is more of Adidas x Palace for me in a way. They're just remaking Yohji's past silhouettes. For your question if i like it or not... I don't. For now they will feast on the hype, but after this collab they will walk away again. That will be the time where we can see "Yohji" again in the designs. Really don't like seeing Y-3 being bought because of the hype. I will appreciate people buying them because of the design and not because of some popular brand collabs.

[@TradeMarcmultimedia]

isn't it fantastic, I've bought soo much under retail, its been a joy

[@vladimirgluten781]

the retail price is ridiculous

[@ettorebugatti9354]

I always liked Kaiwas but when they were around i never bought them and i just bought them a month ago. I like wearing something that's either not trendy anymore or not trendy yet, i could never wear Pandas or some basic TN's that everyone got or something like that

[@leebishop7591]

Forever a Yohji/Y3 fan. He is my fashion spirit animal 😄. Still collecting. Still wear my Qasa's. Old stuff seems be better for me.

[@TheSJDeuces]

Been lookin for used y3 pieces recently. Love its not hyped so I can find steals alot.

[@Commandosoap777]

Same yohji in my top 5 designers the first designer item i ever bought was a y-3 belt

[@geminisykii]

I used to love Y-3 because it was so experimental back in the day. It used to feel like Adidas was with Yohji because they really wanted to push what high fashion and sportswear would look like. But as you said, they fell off trying to make things more approachable. Combine that with Adidas focusing more on hype power than great design, and the current landscape of the fashion consumer these days, I'm surprised they are still around. I would hope they would go back to their high fashion sport roots, but revenue seems to be the only language these companies speak nowadays.

[@cheehee808_]

It also doesn't help that their peak imo was a couple years ago back around 2016-17 and the most popular models had styling cues based around boost and the adidas tubular design. Both of which are not really "in style" anymore.

[@garbagefish]

I am one of the long time fans of Y-3. In the past 2 years, I’ve purchased pants, jackets, multiple shoes, and bags. I like the subtlety in their offerings. I do find their changes tend to creep up on you. For example, their adaptations of Terrex in the last FW season have a lot of amazing items. I like the outdoors as well, and being able to do hikes in my Y-3 boots, which rivals other outdoor brands functionality/ performance, is amazing.

[@30m3]

The current collection is so uninspired. Basic hoodies and sweatpants mixed with the same wider cut cargos they've been releasing for years now.

[@WrangleMcDangle]

one of them is literally a grey t shirt lmao

[@Commandosoap777]

@@WrangleMcDangleshit was ass man loool but the real Madrid and the new jacket was amazing

[@Draphcone]

I think a reason why Y-3 footwear are so overlooked is because they often come off as over-designed. They're just aesthetically too busy and loud... especially when they also have a problem of excessive use of logos. The Qasa is IMO the most refined silhouette and lacks obnoxious branding and I'd say that is why it was popular. I love the Ultraboost 22 which is basically an ultraboost midsole + outsole combined with a Qasa upper. Personally, I still see myself buying Y-3 products. They often go on sale - at very deep discounts - and it's easily the best quality stuff at that discounted price point. For one, I managed to cop the Ultraboost 22 for less than a standard Adidas one lol

[@levector2445]

Peak discounted fashion got some recent 4ds for less than a hundred

[@Wittgensteinien]

Great coverage, bro.

[@Oubaitorii]

Y-3 is one of my most favorite brands of all-time. I love their designs. Qasa High is still one of the most beautiful pairs of shoes in my opinion. I still have over 8-10 pairs of Y-3 shoes, but I honestly wear them less often than I used to back in university. I think I’m just older now and a more plain pair of converse of Common Projects just works better with my outfits. I still have my Olive Drab Qasa High and it’s one of my grails :)

[@tristend.mowatt2612]

Wait… what?! I didn’t see any announcements of the Qasa releasing again this summer!🤦🏾‍♂️

[@THECASUALco]

yeah... I got a pair right when they dropped, but even I was surprised it was dropping. ~Reggie

[@drevil2675]

This is why I started subscribe this channel. Thanks for your video .

[@lewyg]

I still pick up Y-3 pieces from time to time mostly when I see something with a little flare but that's what's missing as most of it is a little safe and cookie cutter like they are complacent.

[@dennischuene]

This has been on my mind. Had me on the title. Bringing out my notepad

[@adalmamones]

You drop this video today and im wearing my qasa’s i really want a fresh pair of these

[@juliawilliams1355]

I have some random high white leather honjas with a flower on the back. I can't find them anywhere on the internet

[@MisterBinx]

I have my Y-3 track jacket as seen in the Usher Burn video. That quality from 2003-2004 was amazing.

[@grimecrimetime]

I got into them in 2017, so I have some of the last edgier stuff. I still like y3, but nothing has grabbed my attention lately. They need to really go back to that goth/tech stuff that was so dope.

[@forteboston]

Really good reporting, thank you! I used to be more inspired by Y-3 and often mixed it with my YYPH pieces, nowadays not so much. Also miss the great runway shows, the looks were beautiful. I usually find one piece per season I love. What's most interesting to me, and I wonder if anyone else experiences this, is that the really edgy, Yohji-esque pieces I've acquired in the past couple of years have all been from affiliate sites on Farfetch, SSense, etc. but never on the Y-3 site itself, which is usually very basic and sober. Has anyone else noticed this too?

[@anthonymatthews1453]

I've definitely noticed this. Makes it extremely hard to track down the cool stuff. I think a third of my y-3 stuff is bought on yahoo japan auctions as a result.

[@iRusiko]

Indeed, this happens a lot now.

[@bitboy]

Still waiting for a re-issue of the Y-3 Track Poncho in black; regret missing it the first time around.

[@DoomDeity]

i Still rock my y-3 zg knit boost, i bought before the hype for under retail on ssense they are my favorite shoes ever rn

[@toee9553]

What shoes are those at 3:10 ? I got some Aju’s but I want these now!! 😂❤

[@pacoag99]

I wanted to buy a nice coat, is there any big difference in quality and worth of money between Y3 and normal Yohji Yamamoto? I've seen that sometimes v3 is more expensive, sometimes equal and others cheaper (I don't regularly buy expensive clothes, so l'm a bit lost😅 ).

[@JohnDoe-vc5qb]

As someone who tried to espouse Yohji’s type of anti-fashion. I want to see Y-3 succeed but recently, as proven with Yeezy, it seems Adidas always end up coming short when it comes to what they promise the artist they collab with. They tried to make Y-3 more hypebeast palatable to sell more and they went the other route with Yeezy. Where Ye wanted to make it mainstream and for all, Adidas have been purposely lowering by the numbers of hyped items and constantly releasing colourways that Kanye had no input on.

[@lmanofficial5478]

Can anybody tell me when the y-3 kaiwa is going to be to restocked on the websites that sells them. As I have searched high and low for a pair in all black

[@MelBacon4]

I've alwasy loved the Y-3 Aesthetic..Just got my Y-3 Idosos and they are so clean. The landscape is pretty crowded for sure..but Yohji has always had his own lane

[@nathanblue]

I have a yohji super ef2265 that I know is now rare and hard to find. It’s brand new and I’m thinking of selling it but I’m wondering what’s a good price to sell it. Any suggestions?

[@AntiPeoplePersons]

I just got hip to you from a mastermind video from like 5 years ago lol, this is a great fashion channel tho if not the best.

[@Electrospeedy]

The recent 20th anniversary party showed where Y-3 has gone. All media about this party has been deleted. The photos showed people wearing all kind of designer stuff but not even one guest was wearing Y-3. What kind of anniversary party is that?

[@fitness403]

8/6/2023 just received a pair of kaiwa sneakers from this collection. They look feel better than overhyped yeezy. I would rather wear something different.

[@KiCkFLiPKiCkFLiP]

Change the tubular sole for ultraboost. QASA + Ultraboost, killer combo

[@Tru3Times]

The Y-3 Shiku Run White Orbit Grey are flame.

[@Zan____]

good topic but im still indecisive whether to cop the Y3 gazelle...hmmmm

[@2TrainWakefield]

The best Y-3s were in 2009. I use to go to SoHo and visit that store all the time.

[@korantheeng1995]

I'm gonna collect Y-3 shits as much more possible in my wardrobe

[@BBnose]

I like Y3 sneakers. New surprising design every season

[@120nsb]

Y-3 Kaiwa and the Hokori II are great silhouettes

[@chase5440]

I'm kinda glad Y-3 isn't hyped up cause I genuinely love the clothing

[@A7XHellBlaze]

I LOVE the Qasa, top 5 shoe for me. It’s unique and it’s not hyped and not over promoted. It will always be futuristic to me.

[@shn3340]

Y-3 will always be my favorite brand

[@valentinvaIentin]

I ll try a second buy at a Hokori .. but the Ultraboost didn t earn their price so to Say.. i had to change their inner soles cuz the original ones got out the shoe when i wore them and i Heard other people had this probleme.. in matter of clothing its not that great design.. but i m kinda dissapointed that i paid a random people s in Romania monthly salary (not mine) for a pair of sneakers that had issues and didn t have a extra pair of laces in white colour so i had to buy an extra lace.. so uninspired.. but as i said i ll probably try a Hokori II pair just cuz they look interesting

[@Megaman.ExE7]

I feel like the peak of Y-3 was the Qasa. Y3 has had an amazing run of experimental design in it's early days. Unfortunately, diffusion labels fail to capture the essence of mainline nowadays and I, amongst others, feel that Y3 has simply become too much of a defacto diffusion label. I'd love to see a comeback

[@xxraverxxonxtacy]

Can't afford Y3 so I settled for the more affordable SLVR Adidas line which are still nice.

[@nelsonlat6148]

beautiful shoes

[@2TrainWakefield]

Honja high were the best ones in my opinion. I miss that era.

[@johhnyred5g]

Need the triple black not black and white

[@newyorkvisionary]

They got too comfortable, stopped innovating. They set some great footwear trends but left it at that. I still love Kaiwa’s and Qasa’s

[@erichudson3608]

Y-3 is still dope AF

[@beardreview]

The bottom line is Yoji, without him we don't have a Y3.

[@TheRealMickeyFactz]

One of the Y-3 kings and i can admit that it isnt hitting like it used to

[@laninfapimentel311]

"Before we get into yyyyyy this happened..." lmao

[@sheldonmckenzieel2552]

I loved the earlier Y-3 styles. To me they were a lot more timeless. I agree that it seems they have lost there way a bit.

[@user-bn1sm7qo2q]

Y3 always a more high end choice. Was good to own a piece of Y3. Some of the design is bland. But that's not always a bad thing. Nust needs some. Pazzazz. Create a demand.... Y3 now need to up the appeal over and keep it way above the nigh on everybody is wearing position. It still has great potential for comeback. Stockists are around. Keep them out of multiple chain stores perhaps. Add some extra flair and a good Ambassador or ambassadors from sport and design. I have a bland plain polo and the Y3 is hardly visible. I have a T shirt too, bright yellow and the logo on front is more clear. Had shoes many years ago. Not sure about some of the styles current. Again I note many are hard to distinguish by over subtle branding perhaps. Marketing and promotion needed aimed at the more mature market too.

[@hov164]

Personally, I'm recently become a fan of Y3 as I'm a student And I really like yohji's silhouettes but really struggle to find garments that fit my body being quite tall and having a Rondo like wingspan Y3 gives me a opportunity to wear a lot of the clothes I want for a cheaper price while having better availability as I live in the UK. It also goes on sale quite often recently I was able to cop myself a pair of snap pants That would retail for £330 for £68, And I love them to bits. I am hoping from Y3 I really like them to go back to the more experimental silhouettes and I really appreciate the fact that it is somewhat of an entry brand for many to then explore Japanese and more experimental cuts without investing so much money, I feel like a lot of y3 blends things that I make Adidas so great with yohji so well I don't it to leave, You can't look at the platform superstars thought was shown off on the SS23 runway and not tell me they are incredible

[@tillnetthofel8595]

No. Just no.

[@ryuixyui]

Y-3 is a joke. A failure. When most of your collection is 90% off and no one still buys it, you know it's shit.

[@admarigraf]

I absolutely love Y-3 and the work of Yamamoto... Is far away of its time..maybe too far away! A real avant-garde brand

[@yrivesnin1276]

🌋

[@jtdx_]

I’ve always loved Y3 but it’s just too expensive for me so I can’t talk much about it

[@jasond8738]

Y-3 nice, however the spending power of people have change could be a major factor.

[@seanrigg4931]

I will forever be a kaiwa wearer

[@MainlyYeezy]

I've never looked at Y-3 no other way then perfect. Still love the tubular shoes Y-3 drop to this day. You say Adidas weird narration human

[@THECASUALco]

Say it closer to the German way, where the brand is from. In Japan we say it that way too. It’s not weird. Also, my name is Reggie. Thanks for dropping by.

[@trunke1085]

women's y3 really look good IMO

[@PrecYsely]

Only reason why I'm not a y3 fan is my big ah foot , size 14, the Japanese got no love for us big foots😂😂

[@THECASUALco]

Sad my dude. Trust I understand. Even 10.5/11 in Japan is a hard find

[@Tiger24kicks]

The Y-3 Qasa high is uncomfortable

[@JDiggiti]

My Y3's are my favorite sneakers . I sent my Qasa back because they fit like sh!t . and their hoodies just can't compete with the others in the price range .

[@tygooch]

Another issue with y-3 is that the shoe quality has gone to shit. I have a pair of suberous that I've been wearing for 4 years now. They're easy to slip on & I wear them pretty much anytime I go out of the house. The neoprene is still taut after 4 years of near daily abuse & the soles are still holding up. I used to wear superstars as my daily shoe & ended up having to replace them every 3 months-ish because depsite the "premium" sticker price ($80 seemed like a lot for shoes to me in 2016 but maybe I was just young/naive) the shoes lasted about as long as their $30-40 counterparts. My first pair of y-3 I saw as a bargain in disguise because despite the 300-400ish MSRP because it seemed like it would last & I wouldn't need to buy another pair of shoes for a few years. Now the brand just seems like another shit tier adidas moneygrab. I like the 3 stripes but fuck adidas these days. Long gone are the days of knitted/embroidered branding. Now you get the iron on shit at the same price

[@steezy7460]

Huge fan of Y3, they're just expensive af

[@bey208]

Y3 will nvr fall . It's just more exclusive for those who appreciate the brands evolution and its founder's style.

[@THECASUALco]

The brand has essentially devolved imo. It has attached itself to the current style zeitgeist and not for the better. The designer, Yohji isn’t sitting in a room designing Y-3 every season. It’s basically a B team that gets approval by Yohji and adidas. Love Y-3, have a big collection but the current stuff is clearly not the same level of dedication

[@bey208]

@@THECASUALco I agree it kind of strayed from its original mindset. I think they concentrate more on a minimalistic approach. Definitely like their older stuff. I too have yohji yamamoto pour homme pieces and ground Y. But I guess I'm still a fan but even with his minimalist view of design..I still see some elements of old like the terrex gortex boot for example.

[@ashirafk6245]

How can you say that Y-3 Fall Off while still Expensive AF here in Dubai ????

[@DamianLewd]

Pre viewing comment. Let’s see how I do. It was never a fall tho. These last 5 seasons 👀 stop it. Maybe it isn’t popping in the popular zingiest like it once was …. With the ebb of Techwear… lots less hype. Athleasure became ubiquitous and… work from home so ppl didn’t look to fashion hoses for that Mid view comment Didn’t know about the rerelease Always thought the D rose was a weird move. Why haven’t we gotten the OBVIOUS Yzy Y3 collab OR Y3 x Pharrell

[@memopinzon]

Y - 3 B O I S

[@stevekkass]

True story. The other day I was cleaning out my closet and found a pair of white kyujo lows and donated them to the thrift store because I felt like nobody would want them anymore lol

[@alainchristian]

I been saying "Y-3 fell off" in your comments every chance I get. Finally, a video for me!

[@ennz2798]

The design was copied by adidas as usual for low tier release...same thing happening to Yeezy.

[@bmrn1571]

It also does not help that the brand (sadly) was relentlessly faked. A lot of replicas out there.

[@naturalmystic1262]

Please Hypebeast kids, stay away from our Y-3... Pleeeeeaaasssssse!!!!

[@skyjuiceification]

Bathing ape is N0T Japanese street fashi0n~ it is a Japanese street fashi0n brand, but the styles c0me fr0m hip h0p, urban street fashi0ns c0ming 0ut 0f the US~ they branded things that 0thers had created

[@skyjuiceification]

Everything d0wn t0 the I0g0 is US pop referenced!

[@THECASUALco]

I really don’t see the point of this comment other than how it was mentioned that Bape was the reason people became interested in Japanese street fashion. Nobody said that Bape IS Japanese street fashion. We all know where Bape was referenced at this point. This very channel has several videos covering Bape and it’s history and takes. But to say it didn’t get westerners interested in Japanese fashion is just intellectually dishonest. The question should be; if Bape got all of its references from the US and hip hop why did people from the US even mess with Bape in the first place? Especially since they already could do it.

[@indieladylove]

the quality sucks for Y3. the pricetag vs what you get in terms of quality wise is really horrible.

[@JoshuaFLO86]

The brand yeezy stole everything from

[@brandonlim5709]

😐 Bad quality tbh I own like a pair of sneakers fell apart in 3 years. Which is fine since shoes but I barely wore them. The bagpack disintegrating is just why

[@51885shuaizhang]

I buy y-3 since 2005 but now less and less . I think it keeps loosing jp’ style more goes to normal western.

[@vejscvetkovski2679]

Is Y-3 a Japanese brand?

[@ryuixyui]

Also Yeezy and Balenciaga are non existent. Hype for them are non existent in normal people which means they actually don't matter.

[@geometricbass]

Yohji has already been documented saying the brand will die with him.

[@Bennygk-yw2fx]

Brick Y3

[@mydickinabox6129]

nah keep it down - happy picking up steals off resellers 😂

[@ILLAILLS]

Y-3 walked so yeezy can run

[@IAmZIyah]

lol viewer #69, nice

[@bruceleroy6185]

I hate the way he says Adidas

[@ldo3298]

Cause that's how its suppose to be pronounced. uh·dee duhs

[@Euro2024champs]

Says the yank. The US bastardised the English language with such words as Aloo-minum and Jagwaaaaar. Adidas is German, kid.

[@socialjoins]

I guess now Kanye leaving adidas. They need to revive a ''cool'' brand

[@edmondwoon]

Y3 is just a expensive Adidas, that's all, don't like it's design anyway, never see people wear it at public at all, will never bought it, will never wear it.

[@the77th]

adidas Y-3 were ALWAYS ugly !