Starting from today, Selfridges is going head-on to compete with the Southbank for a place in every skateboarder’s heart with it’s unique showcase of all things skate (and surf). Right about time, as designers across the world have long been inspired by those sports and their respective subculture, and nowhere as much as on London catwalks – labels like Shaun Samson or Katie Eary (to name just a few) have been riding that particular wave of inspiration for couple of seasons now.
Selfridges’ Concept Store has been transformed into the aptly named The Board Room, featuring decks from a vast array of designers, from a floral print Philip Lim one to the less conventional Yohji Yamamoto board (featuring an X-ray of designer’s own skull!). And it doesn’t stop there – for the next six weeks, you’ll be able to find an unprecedented number of sweats, tees, backpacks and shoes, rounded off with an exclusive capsule collection of tees and accessories from Hood By Air, Y-3, Blood Brother, Oak Nyc and MSGM which will reside in the Men’s Contemporary section, found on the -1 level.
All you need to do now get practicing those ollies and kickflips.