History and Origin
Comme des Garçons was established in Tokyo in 1969 by Rei Kawakubo, a designer with groundbreaking ideas. With a background in art and literature, Kawakubo shifted her focus to fashion to challenge existing design norms. The brand name means “Like Boys” in French, symbolizing an inclusive vision that embraces both genders. Initially focusing on womenswear, the brand added menswear to its portfolio in 1978. Its bold aesthetics and philosophical approach quickly attracted attention, leading to its first show at Paris Fashion Week in 1981, solidifying Comme des Garçons as a trendsetter in global fashion.
Brand Identity and Culture
Comme des Garçons is celebrated for its avant-garde approach that values innovation over tradition. Rei Kawakubo introduced the idea of “Kachikan,” centered around creating something entirely new and imaginative. This mindset is evident across all facets of the brand—from deconstructed clothing styles to immersive retail spaces like Dover Street Market. The brand’s cultural influence is significant, inspiring not only artists and musicians but also meriting a 2017 exhibition at the Metropolitan Museum of Art. Defying gender norms and celebrating imperfections are key elements of Comme des Garçons’ identity.
Product Offerings
The range of products offered by Comme des Garçons spans from experimental womenswear to menswear collections such as Homme Plus. Notable among their collections is PLAY which features the iconic heart logo. Accessories and unique fragrances (especially their non-traditional anti-perfumes) are also part of their lineup. Sub-brands like Noir Kei Ninomiya and Junya Watanabe contribute additional layers of creativity while maintaining an avant-garde philosophy.
Collaborations and Partnerships
Collaborations are central to Comme des Garçons’ approach. The brand has teamed up with well-known companies like Nike, Supreme, and Converse to blend street style with high-end fashion. Their Dover Street Market outlets provide platforms for budding designers to showcase their work alongside established names. These partnerships underline Comme des Garçons’ knack for combining artistic flair with business acumen without losing touch with their core experimental essence.
What’s Next
The mission of Comme des Garçons is to go beyond standard aesthetics and promote individual expression. Rei Kawakubo’s philosophy focuses on creativity rather than fleeting trends, encouraging people to celebrate their uniqueness. Looking ahead, the brand aims to continue innovating through sustainable practices and fresh collaborations, keeping it relevant as the fashion industry evolves swiftly. Under Kawakubo’s leadership, Comme des Garçons stays an icon of originality in modern fashion.
