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The Y-3 brand was born as a result of a collaboration between Adidas and the Japanese designer Yohji Yamamoto: famous to be one of the longest fashion partnerships ever, started in 2003. The main goal was to target a new audience of costumers, combining avant-garde fashion with a huge sportswear business. The Y in Y-3 is a tribute to Yamamoto and the 3 to the iconic three stripes of Adidas. Y-3 has proved to be more than just a simple collaboration, but a worthy stand-alone brand.