Comme des Garçons to Launch Online Brand

Comme des Garçons to Launch Online Brand

The direct-to-consumer brand will feature everything you love about the wild child brand, for presumably less wild prices.

The direct-to-consumer brand will feature everything you love about the wild child brand, for presumably less wild prices.

Text: Erin McDowell

Comme des Garçons has just announced they will be opening a brand new sect of their fashion empire — an online direct-to-consumer brand offering exclusive merchandise you won't find at any brick-and-mortar store. The new online brand is set to launch in July, with legendary designer and founder Rei Kawakubo personally designing the website.

Adrian Joffe, CEO of Comme des Garçons, shared a few details about the new venture at the launch party for the brand’s retail shop Dover Street Market in Beijing, saying “nobody knows [the details] yet, but what I can tell you is it’s going to be Internet-based.”

Though the specifics of the online brand are still yet to be known, Comme des Garçons' commitment to pushing the boundaries of fashion presumably means that this new brand will be just as playful and exuberant as past lines, with a more consumer-accessible branding similar to their "Play" line. The news arrives in the midst of an extremely successful quarter for the brand. With Comme des Garçons' sales report up 30% to nearly $300 million, the brand has surpassed expectations and solidified itself as fashion's wild child.  We will be waiting with bated breath to see what Kawakubo and Comme des Garçons have in store.

Credits: Image via MediaPunch

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