1. The Business of Anti-Fashion

Comme des Garçons may be known for its avant-garde style, but behind the artistry is a shrewd and innovative business model. Rei Kawakubo runs her company independently through Dover Street Market International, allowing her full creative and commercial control. This rare autonomy in the fashion world has enabled her to build a brand that stays true to its vision while remaining commercially successful.

2. Dover Street Market: Retail Reinvented

One of Kawakubo's most disruptive contributions to fashion retail is Dover Street Market, a concept store that blends Comme des Garçons with emerging designers, high fashion, and streetwear. These stores, located in cities like London, Tokyo, and New York, are more like curated art spaces than typical boutiques. They shift with the seasons, featuring rotating installations that make shopping a visual and immersive experience.

3. Global Reach, Local Roots

Although globally influential, Comme des Garçons still retains a strong Japanese identity. Its headquarters remain in Tokyo, and Kawakubo continues to support the local fashion and art community. The brand’s mix of Eastern philosophy and Western presentation has helped it thrive on the international stage, influencing generations of designers across continents.

4. A Cult Brand with Mass Appeal

What makes Comme des Garçons unique is its ability to remain niche and cult-like while also breaking into the mainstream. Its signature pieces are worn by fashion insiders, celebrities, and even everyday consumers thanks to collaborations and sub-labels. The balance of high concept and accessible design keeps the brand culturally relevant, decade after decade.