Why Is Comme des Garcons So Expensive?

You’re looking at a site and you see a white t-shirt, with a little heart patch on the front and the price is surprising you. You blink. You scroll back up. And You wonder whether it’s a typographical error. It is not. This is Comme des Garcons and that was the feeling of shock, plus curiosity, that millions and millions of people around the world could feel. The brand is not remorseful with regards to the cost. It never has.

But the question “Why is CDG so expensive?” doesn’t have to do with numbers. They want to know the value of things. What makes this brand stand out from each of those that are on a rack? Once the actual answer is comprehended, the cost doesn’t feel like this is too expensive, but rather reasonable. The article thoroughly explains it, honestly and completely.

What Exactly Is Comme des Garcons?

Fashion brand Comme de Garcons was established in 1969 in Tokyo, Japan by Rei Kawakubo and is now headquartered in Paris, France. It’s French, that is ‘like boys’ and it is based on a 1962 French song by Francoise Hardy. Since its inception, the brand has been challenging all the fashion conventions and it was clear that they didn’t want to do what most people had done.

The brand first appeared in 1981 at fashion week, in Paris, and instantly divided the whole fashion world into two groups: those fascinated and those horrified. It was in that Paris debut that critics were struck by the dark and deconstructed, the asymmetrical, the disturbing and the revolutionary pieces all in the same show. In 1973 CDG had become a company and in 1975 it opened its first boutique in Tokyo. It was a rebellion, it had become a religion.

The Philosophy Behind the Price, It Is Not Just Clothing

For good reason, people say that CDG isn’t a brand, just a mindset. Most fashion brands are working on making a good look or aspirational look for people. Unlike Comme des Garcons, the concept for this building was quite different. The philosophy of Rei Kawakubo’s clothing has always been that of interacting with the wearer, not making him feel comfortable. That’s the only thing that makes there not being anything else like CDG.

The brand has always been about quality. Kawakubo was asking what consumers had yet to see while other designers were asking what consumers wanted. However, as they say, there are costs to continuing to be creative. It’s about low volume runs, new materials, longer development times and people that are so fond of breaking limits rather than targets. It’s more expensive because it’s a new product.

Rei Kawakubo, The Genius Who Refuses to Follow Rules

Rei Kawakubo, born in Tokyo, Japan on October 11, 1942, is a creator of fashion. She studied at Keio University of Fine Arts and Literature, and was not exposed to fashion design before. It was when she felt the need to enter the field and began to work in advertising for a textile company, and then started Comme des Garcons in 1969, when she was full of creative ideas. The lesson she got by herself is not the fault of her story. It is the force which fuels the brand’s values and work.

In 2017 she got the sole exhibition at the Metropolitan Museum of Art in NYC named “Art of the In-Between,” she is the only living designer, after Yves Saint Laurent, to receive this honor. The world’s largest art house can’t simply throw the idea that a fashion designer should be next to Yves Saint Laurent into the lap of marketing and expect it to take off. That is a verdict. It is evident in the clothing you will buy from CDG.

Limited Production, Why CDG Never Floods the Market

Walk into any posh store and find aisles stocked with products. It’s just the opposite with CDG. The brand is very aware of its production and in control of its output. Comme des Garçons is not available in the wild; it’s by design. Scarcity is not part of CDG’s business model, and does not lead to scarcity. Part of its core.

Numbers don’t lie. CDG’s global sales in 1999 were approximately 130 million USD and are projected to hit 450 million USD by 2024. It’s a respectable growth number and, for a brand of the T-shirt-staple-crust of the world, culturally resonant, but for a brand like this, it’s rather modest. The less prestigious the brand, the more revenue it will bring in, just because it makes more stuff. CDG chooses not to. This is the reason why every single piece the brand puts out retains its value and one of the most evident reasons for the high price.

The Fabric, The Craft, What Your Money Actually Buys

The price starts to be more reasonable here. The CDG PLAY shirts come in 100% woven cotton, in crisp poplin or broadcloth construction and the brand does not use synthetic blends or mixed fabrics. With so many clothes being sold in the industry cheaper with polyester, CDG is dedicated to producing all their items with natural materials at any cost.

The PLAY hoodies feature medium (220 to 320 g/m 2) French-terry loopback on the outside with brushed inside and ribbed ticking and fitted pockets. The majority of the CDG PLAY pieces are manufactured in Japan and a few collections are manufactured in French and Portuguese workshops with couture level. Known worldwide for its precision and durability, Japan’s manufacturing industry is renowned. If a product is made from these materials and this construction weight and then made in Japan, it will last seasons and not years.

Collaborations That Changed Streetwear Forever

CDG has only had a few instances of working together. When it does, the fashion world comes to a halt and looks. It has been more than 20 years since the brand has teamed up with Nike and has produced some of the most popular sneakers in street culture. The first 06 CDG x Nike Air Force 1 Low has now been sold on the resale market for more than 1000 USD, far more than many entry level sneakers retail for today.

Out of all the highlights of the past decade, the Nike/Street Supremes/No Doubt event partnership in 2017 was one of the most notable events in streetwear history. Outdried – CDG x Supreme x Nike Air Force 1 “Eyes” was released in the Spring of 2017 and sold out quickly the second the moment it hit the street and went onto resale prices higher than retail. They’re not your average sneakers. These are officially documented cultural activities. When a brand is noted for its cooperation, the principle offers advantage concurrently.

Does Comme des Garcons Justify the Price?

This is the correct answer. When you need something that has just enough covering to your body, CDG isn’t for you. But when the time arrives to put on an item that is made, constructed, historical, and without any compromises, CDG comes through.

Customers have been commenting on the same products over the years in their reviews. The quality of CDG hoodies and shirts is not compromised even after washing them for longer periods. Free from any distortion, a perfect fit. Fabric is not worn. The new CDG purchased 5 years ago looks and feels pretty much the same. When the cost per use over the life of an item is worked out, it will look very different than it did on the surface.

Shop Comme des Garcons Play, Straight From Our Store

So now you know what makes this brand awesome. So the next step is to have one of your own. The products on Commedesgaarcons.com are all authentic Comme des Garcons plays, and are sent straight to your door. There is no falseness, gray market or guesswork. All this can only be what you might imagine.