Comme des Garcons launching direct-to-consumer brand

Comme des Garcons is gearing up to unveil a new direct-to-consumer brand.The fashion house was founded in Tokyo by Rei Kawakubo in 1969, with the label building up a reputation for its predominant use of black and distressed fabrics. In recent years, K…

Comme des Garcons is gearing up to unveil a new direct-to-consumer brand.

The fashion house was founded in Tokyo by Rei Kawakubo in 1969, with the label building up a reputation for its predominant use of black and distressed fabrics.

In recent years, Kawakubo has expanded Comme des Garcons to include casual line Comme des Garcons Play and menswear range Comme des Garcons Homme, with brand bosses now set to add another online-based category.

“Nobody knows yet, but what I can tell you is it’s going to be Internet-based,” said Comme des Garcons chief executive officer Adrian Joffe at the opening party for a Dover Street Market boutique in Beijing last week (ends01Apr18), adding that the “simple” range of men’s and womenswear will eventually be stocked in six stores around the world.

Further details about the line are being kept under wraps, including a potential release date. However, Joffe confirmed that Kawakubo was taking a hands-on approach and will even have a role in designing the website for the new label.

As well as having Comme des Garcons boutiques in Tokyo, Paris, New York, Hong Kong, Seoul, Singapore and Manila, the company has its clothes and accessories stocked in its market-based department store Dover Street Market in London, the market’s original location, New York, Tokyo and Singapore.

The boutiques also stock pieces from Balenciaga, Celine, Gucci, Junya Watanabe, Lanvin, Marni, Raf Simons, Saint Laurent and Vetements. Irish designer Simone Rocha also has her creations sold at Dover Street Market stores and has noted that the partnership has had a positive impact on her business.

“They have so much respect for young designers, and at the same time a huge amount of respect for heritage. Being a part of that is really special,” she told the publication.

© Cover Media