Comme des Garçons chief Adrian Joffe has revealed plans for a new internet-based brand during the opening of Dover Street Market store in Beijing.
According to WWD, the new online platform will be launching in July bringing together wardrobe basics for men and women. Joffe said: “Nobody knows yet, but what I can tell you is it’s going to be Internet-based.”
Rei Kawakubo is set to design the website that will allow fans of the brand to pick out less cutting-edge pieces, but with the Comme des Garçons signature that the label has been pushing through their PLAY line.
Comme des Garçons is known for being adventurous and their Dover Street Market stores are some of the coolest retail destinations in the world. The new direct-to-consumer venture is daring step but with Comme being one of the first major brands to make online-only part of it’s business, we imagine this will set off a trend for other designers to jump on board the digital train.