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Thursday 26 June 2014
Words Darren Skene

Ever fancied YR’self a designer but not fancied putting in the painful graft and even more painful uni dolla? Well kids, YR gonna be laughing when you see what the weird and wonderful world of modern technology has hairballed-up now.

YR STORE (ahem, ‘your store’), launching on the 8th July, is the world’s first fully custom fashion app which brings a whole new (mad-innovative) level to bespoke clothing. The app (suitable for iPhones and iPads) allows users to design printed everything – from tees and totes to mobile phone cases – directly from their smartphones and get them delivered in just 24 hours.

OK, we might need to rewind for a second.

Last year, the label YR STORE sprouted from Bristol-based digital graffiti company Luma, formulated by old school brosephs Tim Williams and Tom Hogan. The duo gave the dreaded Dragon’s Den a good punt back in 2010 and – despite accepting an initial offer from Debz Meaden and Peter Jones – decided to turn down the ‘pretty poor offer’ on second thoughts after the show aired. And just lookie where there are now.

The first live all-over print fashion brand had a whirlwind first year, opening pop-up stores in the likes of Liberty London and Selfridges, setting up camp at Topshop-Topman Oxford Circus and even collaborating with big dawgs NIKEiD and WAH nails.

The basic principle of YR STORE is that you are put in the fashion designer driving seat. The power is in your hands, as Paddy would say. You pick the print, position it, size it up and watch the revolutionary live printing occur that I can only assume is some kind’a black magic.

The in-store curation & creation of one-off high-quality garments draws print inspiration from the ever-eclectic London culture scene. Offbeat florals, hip$ter tropicals and kaleidoscopic geometrics act as primary prints, with the odd doughnut and overweight cat thrown in for good measure (yes, GrumpyCat would be my print choice too).

So perhaps you’ve taken it all in but still find yourself thinking “oh but my fav celeb icon has not sported given tee therefore I cannot possibly do so”? Well I’ve got some ground-breaking news for you. Keith Lemon has worn a YR STORE tee and – let’s be honest – the fashion stakes don’t get much higher than that.

In all seriousness though, this is a sick idea. I’m routinely keeled over by the marriage of fashion and technology these days, but this has knocked my little socks off. (Actually they’re quite big and fluffy because I am tonsillitis-bedridden.) YR STORE has effortlessly demonstrated how to recognise and secure a niche market in one fell swoop, what with our technology-fixated and fashion-enthused young population. Getting cosy with Selfridges, Topshop and Topman all within a year of launch; surely there isn’t a fledgling year more successful than that?

So there you have it. A ridiculous 21st-Century 3D-printer-meets-Cher-Clueless-Wardrobe kinda thing. Dragons Den really never did matter anyway.

P.S. I changed my mind…can I have My Little Pony print plz?

Words: Lizzie Woolgar