The Visionary
Comme des Garçons (CDG), founded by Japanese visionary Rei Kawakubo in 1969, is a renowned brand known for its avant-garde and deconstructive designs. Rei never received formal training in the art of fashion, but her very modern & unconventional perspectives were soon universally admired. Through CDG, she challenged the conventional fashion norms. Even the brand’s name, which translates to “Like Boys” in French, reflects an androgynous aesthetic, another core element of its design identity.
Growth and Intention
Comme des Garçons continued to spread its influence through the introduction of various sub-labels, each with a distinct audience & identity. A few of these sub-labels are CDG Shirt, CDG Play, CDG Homme Plus which explores avant-garde menswear, CDG BLACK that focuses on androgynous minimalist designs, and Junya Watanabe CDG which merges punk and street fashion with intricate tailoring. Beyond clothing, Rei Kawakubo’s impact extends to Dover Street Market, a unique concept store based in London that has now expanded to locations in LA, NYC, Tokyo, Paris and more. This retail space curates Comme des Garçons pieces alongside other avant-garde and high-end fashion brands, nurturing emerging talent in the space. In the DSM store you can find brands like ERL, Maison Margiela, Rick Owens, Elena Dawson, Sacai, etc…all of whom have a core identity in avant garde design.
A Built Legacy
Kawakubo’s visionary approach has established her as a masterful tastemaker in fashion. She’s even been recognized by The Met Museum, with her namesake & CDG brand being used as the theme for the Met Gala in 2017. With this she’s been able to scale herself, and the CDG brand to become global fashion powerhouses known for innovation, creativity, and a commitment to pushing the boundaries of fashion.