Selfridges is on the grind. For six weeks this spring the London store will celebrate board culture and its pervasive influence on street and designer fashion with their Board Games campaign. This is not your run of the mill department store promotion with a few back-lit displays, some window dressing and a corner of dedicated floor space.
The Concept Store at Selfridges London has been transformed into The Board Room; home to over 50 limited edition skateboard decks specially created by some of the world’s best designers. From the artful minimalism of Rick Owens and floral exuberance of Phillip Lim to a monochrome x-ray design of YohjiYamamato’s own skull.
Shop the entire collection of designer skateboard decks at selfridges.com.