COMME des GARÇONS

COMME des GARÇONS is a Japanese fashion label founded in 1969 by designer Rei Kawakubo. The name translates to "like boys" in French, reflecting Kawakubo's unconventional approach to fashion. The brand officially launched its first collection in 1973 and opened its first store in Tokyo in 1975. It quickly gained attention for its avant-garde and minimalist designs, often using deconstructed elements and monochromatic palettes.

In 1981, the brand debuted its collection in Paris, marking its entry into the global fashion scene. COMME des GARÇONS became known for pushing boundaries in design, challenging traditional norms, and redefining beauty in fashion. Kawakubo's creations often explored asymmetry, layering, and the concept of imperfection, which influenced the rise of conceptual fashion.

COMME des GARÇONS expanded its reach through various lines, including COMME des GARÇONS Homme, COMME des GARÇONS Play, and COMME des GARÇONS Black, each targeting different markets. The brand also collaborates with global companies such as Nike, Converse, and Supreme to create limited-edition collections. Its iconic heart logo, introduced through the Play line, is widely recognised.

The company operates several flagship stores and concept stores worldwide, including its Dover Street Market, a retail space that merges fashion, art, and culture. These stores provide an experiential shopping environment, showcasing not only Kawakubo's designs but also those of other designers.

Kawakubo has received multiple accolades for her contributions to the fashion industry, including recognition from the Council of Fashion Designers of America (CFDA). COMME des GARÇONS remains influential in shaping contemporary fashion and continues to innovate with its experimental designs and unique retail experiences.

The label is headquartered in Tokyo, Japan, and continues to be led by Rei Kawakubo, ensuring its vision remains true to its roots while expanding its global influence.

COMME des GARÇONS was established in 1969 by Rei Kawakubo in Tokyo, Japan. Kawakubo, a graduate in art and literature, initially worked in the textile industry before founding her label. The name "COMME des GARÇONS," which translates to "like boys" in French, reflected Kawakubo's vision of creating designs that challenged traditional gender norms in fashion.

In 1973, the brand officially launched its first collection, primarily focusing on women’s clothing. By 1975, Kawakubo opened her first standalone store in Tokyo, where her avant-garde approach to fashion began to attract attention. The designs, often characterised by deconstruction and a monochromatic colour scheme, stood out for their non-conformity.

The brand’s international breakthrough came in 1981 when Kawakubo presented her collection in Paris. This marked the brand’s entry into the global fashion scene. The show, featuring unconventional and deconstructed garments, was polarising but established COMME des GARÇONS as a pioneering force in conceptual fashion. Following this, the brand expanded rapidly, opening stores across Europe, the United States, and Asia.

During the 1980s and 1990s, COMME des GARÇONS introduced several sub-lines to diversify its offerings. These included COMME des GARÇONS Homme, focusing on menswear, and COMME des GARÇONS Play, which became known for its iconic heart logo. Collaborations with brands such as Nike, Converse, and Supreme helped broaden its appeal and cement its influence in both high fashion and streetwear.

In 2004, the brand launched Dover Street Market, a multi-brand retail concept showcasing COMME des GARÇONS’ collections alongside other designers’ work. The store merged fashion, art, and culture, providing an immersive shopping experience. Dover Street Market has since expanded to locations in London, New York, Beijing, and Los Angeles.

COMME des GARÇONS’ annual revenue reached an estimated $300 million by 2017, with Dover Street Market contributing significantly to its business. The company remains headquartered in Tokyo, with Kawakubo continuing to lead the creative vision.

As of the present, COMME des GARÇONS continues to influence the fashion industry with its innovative designs and collaborative projects. It maintains a strong global presence through its stores and retail spaces while upholding its reputation for pushing the boundaries of traditional fashion.

The mission of COMME des GARÇONS is to create clothing and fashion concepts that challenge conventional ideas and redefine the boundaries of design. By embracing innovation and fostering creativity, the brand seeks to offer unique and thought-provoking pieces that inspire individuality and self-expression. COMME des GARÇONS is committed to maintaining high-quality craftsmanship, promoting inclusivity, and collaborating with diverse partners to reach a broad audience. The company aims to merge fashion with art and culture, providing an immersive experience through its products and retail spaces while remaining true to its core values of originality and bold experimentation.

The vision of COMME des GARÇONS is to continue influencing the global fashion industry by being a leader in innovation and conceptual design. The brand aspires to create a sustainable and inclusive future in fashion by promoting timeless creativity and fostering collaborations across various industries. It envisions its work as a bridge between tradition and modernity, providing a platform for emerging talents and ideas. COMME des GARÇONS aims to expand its global reach while maintaining its reputation for pushing the boundaries of design, ensuring its legacy as a symbol of individuality, originality, and transformative fashion.

COMME des GARÇONS and its founder, Rei Kawakubo, have received numerous awards and recognition for their contribution to fashion. In 2017, Rei Kawakubo was honoured with the CFDA International Award for her exceptional work in the fashion industry. The brand's innovative designs have been widely acknowledged in the fashion world, with COMME des GARÇONS collections often being showcased at prestigious fashion events like Paris Fashion Week. Additionally, COMME des GARÇONS has been praised for its influence on streetwear culture, design aesthetics, and its ability to push the boundaries of conventional fashion.

COMME des GARÇONS offers a wide range of fashion products and services that reflect the brand’s innovative approach to design. The label has diversified its portfolio over the years, catering to different customer preferences through various product lines and collaborations.

Main Fashion Lines

• COMME des GARÇONS (Main Line):
  The main line focuses on women’s clothing and is known for its avant-garde and conceptual designs. It includes deconstructed garments, asymmetrical patterns, and experimental fabrics. The collections often challenge traditional fashion norms and are primarily showcased at Paris Fashion Week.
• COMME des GARÇONS Homme:
  Launched in 1978, this line offers menswear with a focus on tailored pieces that incorporate unconventional details. It combines classic elements with experimental designs, appealing to men who value individuality in fashion.
• COMME des GARÇONS Homme Plus:
  Introduced in 1984, this line takes a more theatrical and artistic approach to menswear, blending bold patterns and innovative cuts. It is showcased in Paris alongside the main line.
• COMME des GARÇONS Play:
  This casual and accessible line, launched in 2002, features everyday wear such as T-shirts, hoodies, and cardigans. The line is widely recognised for its iconic heart logo with eyes, designed by Polish artist Filip Pagowski. It appeals to a younger, global audience.
• COMME des GARÇONS Black:
  Introduced in 2008, this line focuses on monochrome clothing with affordable prices. It features simple yet striking designs, making it a popular choice for minimalist fashion enthusiasts.

Fragrances

COMME des GARÇONS has an extensive range of perfumes, known for their unconventional scents and unique packaging. The fragrances often combine unexpected elements such as spices, woods, and florals. Popular creations include:

• Wonderwood
• Amazingreen
• Odeur 53 The perfumes appeal to those looking for distinctive and memorable scents.

Accessories

The brand offers a variety of accessories, including:

• Bags and Wallets: These are designed with minimalist aesthetics and high-quality materials, appealing to both men and women.
• Shoes: Collaborations with brands like Nike and Converse have resulted in exclusive footwear collections featuring unique designs.
• Jewellery: Statement pieces that align with the brand’s bold and artistic identity are also part of their offering.

Collaborations

COMME des GARÇONS frequently collaborates with other brands and designers to create limited-edition products. Notable collaborations include partnerships with:

• Nike, Converse, and Vans: For exclusive footwear collections.
• Supreme: For streetwear-inspired items.
• H&M: A one-time collection in 2008 that brought the brand’s designs to a wider audience.

Retail and Concept Stores

The brand operates flagship stores and concept stores globally, including the famous Dover Street Market. This multi-brand retail concept combines fashion, art, and culture, offering not just COMME des GARÇONS products but also collections from other designers. Each store is designed to provide a unique shopping experience.

Customisation and Art Integration

In some stores, customers can find exclusive and customised items, as well as pieces that integrate artistic elements into the designs, showcasing COMME des GARÇONS’ commitment to merging fashion and art.

Global Reach

With its diverse product lines and collaborations, COMME des GARÇONS caters to a wide audience, from high-fashion enthusiasts to casual wear customers. It continues to innovate while maintaining its identity as a leader in experimental fashion.