Comme des Garcons launches new CDG line

Friday 25 May 2018 07:26 EDT

(AFP/Getty)

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Japanese fashion house Comme des Garcons has launched a new logo-driven brand.

The new line, called CDG, remains headed by Rei Kawakubo and partner Adrian Joffe but puts the brand’s idiosyncratic showpieces and sculptural works to one side in favour of trainers and T-shirts which, according to Vogue, already underscore the business’s $300 million (£225 million) annual turnover.

The collection comprises some of Comme de Garcons most iconic designs with everything from coach and bomber jackets to hoodies, T-shirts, pants, long staff coats and sneakers all emblazoned with the brand’s logo.

The very first drop is a collection of separate printed items entitled “Breaking News” that are available to buy now at Comme des Garcons and Dover Street Market locations.

The mini collection also includes six collaborative T-shirts, featuring artwork by Adam Lucas aka HANKSY, Anti Social Social Club, Better Gift Shop by Avi Gold, Brain Dead, Cactus Plant Flea Market, and Dreamland Syndicate.

Despite the obvious popularity of Comme des Garcons’ logomania pieces, it has been reported that Kawakubo did not approve of the idea behind CDG to begin with.

According to Joffe, the fashion designer “wasn’t a fan” but he was able to convince her with the lure of undertaking something new.

“She is a fan of doing something she’s never done before,” he told Vogue.

“So she finally became intrigued with designing an online shop and the perennial, iconic design concept of the brand lends itself rather well to e-commerce.”

The fully-fledged collection will be sold through Dover Street Market Japan and on the first ever website in July, before rolling out to the rest of the world in October.