Pin It

Let the games begin!

We delve inside Selfridges’ concept store, the Board Room, for a closer look at exclusive decks and new season streetwear

From Phillip Lim and Kenzo to Givenchy and Moncler Gamme Rouge, SS14 is awash with collections riffing on streetwear as designers look to skateboarding and surfing for inspiration. And to mark the season’s streetwear mood, Selfridges are celebrating board culture and its resounding influence on fashion with Board Games, a massive skate and surf-themed knees-up taking over the store this spring.

Under the apt title of the Board Room, the walls of the ground floor Concept Store have been covered in world-exclusive skateboards, from Neil Barrett’s modernist interpretation to Jil Sander’s logomania version and Maison Martin Margiela’s surrealist deck complete with a pair of high-heeled Tabi boots.

The legendary Slam City Skates have also provided decks, hard goods and shoes for the collaboration, and you can pick up skate magazines, Carhartt t-shirts and limited edition backpacks from the likes of Valentino, Eastpak and Herschel. Trophy sweatshirts come courtesy of designers like Proenza Schouler and Mary Katrantzou, where the latter has translated the Trellick Tower into dazzling neon colours. 

While you can’t ride it – and it’s strictly dreamt up as an art piece – Rick Owens’ one-off skateboard handcrafted from petrified wood is a major focal point for the concept store, along with everything from Kenzo’s SS14 eco-warrior collection and its ‘No Fish, No Nothing’ slogan, which supports the Blue Marine Foundation, a cause that’s close to creative directors and Cali surfers Carol Lim and Humberto Leon’s hearts.

Surf-wise, the concept store showcases Roberto Cavalli’s surfboard and wetsuit, Dries Van Noten’s darkly romantic Hawaiian-inspired menswear prints and nineties surfer films like Point Break. Or hit the waves in a Lise Marie Fernandez neoprene swimsuit and a Givenchy shark tooth necklace – with a waterproof GOPRO camera in hand to document your tricks and manoeuvres.