YR Store chooses Epson SureColor for custom t-shirt printing at Selfridges, Oxford Street

Renowned print specialist YR Store (www.yrsto.re/), in collaboration with Japanese streetwear brand A BATHING APE® (www.bape.com), has launched a pop-up within Selfridges, Oxford Street, offering customers the chance to design their own personalised t-shirts using Epson SureColor direct-to-garment printers.

Taking place on the menswear floor of the prestigious store, the YR x A BATHING APE® installation offers a once in a lifetime opportunity for consumers to delve into the iconic BAPE® pattern archives to create their own customised unisex premium t-shirts for adults and children.

The t-shirt designs are printed in-store while customers wait using Epson’s SureColor SC-F2000 direct-to-garment printer. Featuring Epson’s durable TFP printhead, the SC-F2000 is capable of printing a single white t-shirt in 27 seconds, so production is quick without sacrificing print quality. The printer is also easy to use and operate by just one person.

Using Epson’s UltraChrome DG Ink, the SureColor SC-F2000 produces outstanding images with vibrant colours, intense blacks, sharp contours and smooth gradations. The printed area on the fabric remains soft yet hard wearing and its excellent light- and wash-fastness, as well as its stretch resistance, makes it the ideal choice for t-shirt applications.

“Bespoke and customisation are key to our brand’s identity and this collaboration with such a respected streetwear brand like BAPE® will allow us to offer our customers something completely different,” says YR Store Creative Director Tim Williams. “Working with Epson technology means we can provide the highest quality product in super-fast time, offering customers a great retail experience and their own unique garment – a collector’s item even.”

All t-shirts are made of BAPE® white super-fine cotton with a choice of twelve iconic BAPE® camo patterns, colours, letters and numbers. Available in Selfridges London 24th October–24th December 2014, adults t-shirts are retailed at £100 and kids at £70. Visitors to Selfridges Birmingham and Manchester will also be provided with the same design experience in-store, with the item shipped next day for in-store collection or sent by mail.