Yohji Yamamoto’s Y-3 continues its 20th Anniversary celebrations, joining forces with adidas in a third seasonal offering. Y-3 brought together Y for Yohji Yammamoto and 3 for the adidas three-stripe logo. Together they symbolize the long-standing, very deep bond between the two companies.

Building on Y-3’s “20 Years: Re-Coded” theme, Chapter 3 is an auspicious style ode to Orange, one of the brand’s most iconic colors.

‘Memories of Orange’

‘Memories of Orange’ is a synonymous symbol for Y-3 and a primary color of the brand’s logo for many years. Great thought went into the development of color visualization in the campaign.

Released on July 15, the launch of Fall/Winter 2022 Chapter 3 is a powerfully energetic campaign shot by Thue Nørgaard [IG] with creative direction from Jamie Reid and styling from Robbie Spencer.

A curated cast of rebellious figures, including Rizal Ramare, code sporting movement as an artistic expression of choreographed dance moves. Warm lighting, meanwhile, is expressed through a digital backdrop composed of two different shades of orange and a nostalgic pastel blue. The goal is a visual reference to a sun at dawn. The result is a flood of luminescence that springs from Y-3’s emergent beginnings and an ode to the brand’s original color.

Reintroducing the Qasa High

The campaign reintroduces the Qasa High in an orange and white colorway. In the words of Berlin-based Highsnobiety {bought recently by German e-commerce giant Zalando]: “To this day, the Y-3 QASA HIGH remains one of the most beloved high-end and sportswear crossover sneaker silhouettes to touch the market – and for good reason. Releasing in 2013 during the peak of Tumblr, the sneaker became the go-to for streetwear enthusiasts and online style subcultures such as the Health Goth, Urban Ninja, and so on.

The silhouette is unmistakable. Its expressive EVA outsole which was cherry-picked from adidas’ 90s Tubular running technology, neoprene sock-like upper, elasticated strapping, leather toe-cap, and suede heel lining make it one of the most desirable avant-garde takes on a high-top sneaker – and honestly, it's perfect.