“Calling all free-stylers, free spirits and fashion lovers” opens the press release of Selfridges’ most recent initiative (erm tick, tick, tick!). For SS14 the luxury department store is celebrating fashions current craze for skate and surf culture. The flagship Oxford Street store is to be transformed into a boarding haven throughout March and April, with dedicated window displays, a Concept store (entitled the Board Room) and even a Skate Park of its very own – how awesome is that?
Now, I spent years perched at the top of a vert listening to PaPa Roach back in the day (yep I was that cool), trying to will myself to skate down it, when really I had barely mastered an ollie (and a poor one at that). Equally I have taken more surfing lessons than I care to admit, spending hours being battered in the shallows of the water, whilst three year olds effortlessly glide past me – not so gnarly. NEVER THE LESS, I absolutely love board culture, so I am ultra excited about the Selfridges project. Teaming up with Dazed & Confused, Selfridges has also produced an exclusive magazine, they’ve introduced a Hawaiian theme to the Food Hall, and even created a surf inspired Beauty room. From Stüssy to Pucci, Selfridges is riding the wave of surf and skate culture and frankly I can’t wait to get involved!
So here’s what you need to know…
The Board Room introduces 1000 exclusive boards, collaborating with the world’s top design talent. Above are my top three skate decks, but I am equally crushing on designs by Dries Van Noten, Stella McCartney, KENZO, 3.1 Philip Lim, Christian Louboutin, Sophia Webster and Isabel Marant. Starting price for a deck is £75.
Board Games’ fashion highlights include Christopher Kane’s most-wanted Swarovski cut-out sweatshirt, Shourouk jewelled caps, an exclusive Stella’s iconic Falabella made especially in neoprene and a Roberto Cavalli wetsuit and surf board. There will of course be no end of eye-catching swimwear available too.
Menswear is to take centre stage for the Selfridges initiative, with globally exclusive capsule collections of tees and accessories from Yohji Yamamoto, Hood by Air, Y-3, Blood Brother, Oak NYC and Italian favourites MSGM. In addition, Kenzo’s SS14 collection No Fish No Nothing (with proceeds going to UK-based Blue Marine Foundation) will be a centre-piece. Of course sneakers will also be a prominent feature, with exclusive styles from Creative Recreation, Lanvin and Kenzo, Golden Goose and ETQ.
THE SKATE PARK
And finally, The Old Selfridges Hotel will become The Selfridges HTC One Skate Park, where pros and beginners can ride interpretations of London’s most iconic skate spots as well as skating the UK’s largest undercover park. The skate park opens on Thursday March 27th.