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Concept
Comme des Garçons
Summary
Comme des Garçons (also known as CDG) is a Japanese fashion label based in Paris founded by Rei Kawakubo. Its French flagship store is located in Paris. The brand has physical retail stores in London, Melbourne, Hong Kong, New York City and in the Ginza district of Tokyo. Other than fashion, the label has expanded to include jewelry and perfume (under the brand Comme des Garçons Parfums).
The company features its main collections during Paris Fashion Week and Paris Men's Fashion Week. In 2017, it was reported that the company and its affiliates generated a revenue "of over $280 million a year".
The label was started in Tokyo by Rei Kawakubo in 1969 and established as a company in 1973. It is written in Japanese as コム・デ・ギャルソン (Komu de Gyaruson). The name translates as "like boys" in French. The brand's name was inspired by Françoise Hardy's 1962 song "Tous les garçons et les filles", particularly from the line "Comme les garçons et les filles de mon âge." The brand became successful in Japan in the 1970s and a menswear line was added in 1978. In 1981, the company had a debut show in Paris. Kawakubo's heavy use of black distressed fabrics, and unfinished seams were viewed negatively by French critics.
Throughout the 1980s, its clothes often were associated with a distressed and punk-oriented style. In 1982, Kawakubo's collection "Destroy" was heavily criticised. Women's Wear Daily called it the "Hiroshima bag lady look", and the Associated Press proclaimed Kawakubo the "high priestess of the Jap wrap". Unusual styles continued through the 1990s, many of which were disliked by experts.
In 1993, the company created its perfume line, Comme Des Garçons Parfums
In 2004, the company split its business into handmade garments produced in France, and non-handmade garments in Japan, Spain and Turkey. The product line Play, the most recognizable and mainstream Comme des Garçons casual luxury line, is largely produced in Japan, Spain, and Turkey, while some of its products are also made in France.
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