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Sunday, 03 August 2025 18:34
Comme des Garçons & CDG: The Story of Avant-Garde Fashion Introduction In the world of fashion, few names resonate as powerfully and enigmatically as Comme des Garçons (CdG). Founded by Rei Kawakubo in Tokyo in 1969, Comme des Garçons has built an identity rooted in non-conformity, rebellion, and intellectual fashion. Unlike other luxury fashion houses driven by seasonal trends or celebrity endorsements, CdG is a vision—a philosophy of design that challenges norms and redefines beauty. Its sub-label, CDG, launched in 2018, carries forward the essence of the parent brand in a more accessible, casual, and graphic-heavy aesthetic, appealing to younger and streetwear-driven audiences. This article dives deep into the evolution of Comme des Garçons and CDG—exploring their roots, innovation, and how they’ve become synonymous with creative freedom. Origins of Comme des Garçons The name "Comme des Garçons" translates from French to "Like Boys." Rei Kawakubo chose it to reflect her gender-defying ethos. Kawakubo, who studied fine arts and literature at Keio University, had no formal training in fashion. This absence of conventional education in fashion arguably allowed her to break all the rules—deliberately and thoughtfully. In 1969, she launched Comme des Garçons as a women’s label and incorporated the company officially in 1973. The brand rapidly gained attention in Japan for its monochrome palette, deconstructed garments, and asymmetrical tailoring. By the time CdG made its Paris debut in 1981, it sent shockwaves through the fashion world. Critics described the collection as “Hiroshima chic” due to its dark, torn, and almost apocalyptic presentation. The Vision of Rei Kawakubo Rei Kawakubo doesn’t design clothes for traditional beauty. Her work is about ideas, emotions, and freedom. She is known for exploring themes like gender fluidity, mortality, duality, and the rejection of commercial appeal. Instead of accentuating the human figure, her silhouettes often distort it—bulging shapes, exaggerated curves, and architectural tailoring are common. This visual language helped place CdG at the heart of avant-garde fashion, where garments serve as art. Kawakubo’s influence is so profound that in 2017, she became only the second living designer (after Yves Saint Laurent) to be honored with a solo exhibition at the Metropolitan Museum of Art. Comme des Garçons’ Iconic Collections 1981 Paris Debut Marked by shredded fabrics and monochrome looks, this was CdG's official entry into European fashion. It changed the narrative on what constituted high fashion. “Body Meets Dress, Dress Meets Body” (1997) Also called the “Lumps and Bumps” collection. Used padding inside garments to distort body shapes, challenging the notions of beauty and proportion. Spring/Summer 2014 – “Not Making Clothes” This collection was more sculptural than wearable. Kawakubo referred to it as “objects for the body” rather than clothing, embracing pure conceptualism. Comme des Garçons Homme Plus A menswear line that fuses tailoring with theatricality. Frequently featured in Paris Fashion Week, it remains one of the brand’s most experimental segments. The World of CDG: A Sub-Brand with Street Appeal In 2018, Comme des Garçons launched CDG, a more casual, wearable line focused on graphic-heavy designs and collaborations. While still under the artistic umbrella of Rei Kawakubo, CDG represents a more accessible and contemporary extension of the brand. CDG captures the streetwear market with printed logos, minimalistic essentials, and sporty cuts, targeting Gen Z and Millennial consumers who appreciate the spirit of Comme des Garçons but want daily-wear options. Key Characteristics of CDG: Logo-centric designs: Bold “CDG” prints often dominate hoodies, t-shirts, and outerwear. Collaborations: CDG has worked with brands like Vans, Nike, Stüssy, and Supreme. Affordability: While not cheap, CDG items are more affordable than high-end CdG runway pieces. Japanese Craftsmanship: Despite its accessibility, quality remains high, often produced in Japan with attention to detail. Other Comme des Garçons Sub-Labels Comme des Garçons isn’t just a brand—it’s a universe. Over the years, Rei Kawakubo has developed an ecosystem of sub-labels, each with a distinct purpose and audience. Comme des Garçons Play Best known for its heart-with-eyes logo designed by artist Filip Pagowski. Play is casual, logo-heavy, and the most mainstream CdG label, often found in high-end streetwear boutiques. Comme des Garçons Shirt Focuses on men’s shirts and casualwear with eccentric prints and construction. Combines formalwear elements with punk aesthetics. Comme des Garçons Homme / Homme Plus / Homme Deux Different gradations of menswear, ranging from classic to ultra-experimental. Homme Plus is the most avant-garde, often featured in Paris shows. Noir Kei Ninomiya Headed by CdG protégé Kei Ninomiya. Known for black-on-black garments with extreme detailing, leather, metal, and layering. Junya Watanabe Comme des Garçons Helmed by former patternmaker Junya Watanabe. Focuses on innovation in fabrics and construction, with a strong cult following. The Dover Street Market Empire Rei Kawakubo and her husband, Adrian Joffe, also launched Dover Street Market (DSM) in 2004—a multi-brand concept store that blends fashion, art, and architecture. DSM stocks Comme des Garçons lines alongside brands like Gucci, Raf Simons, Bode, and more. Each store (in London, Tokyo, New York, Beijing, LA, and Paris) features rotating installations designed by artists and designers, creating an immersive shopping experience. DSM has played a massive role in blurring the lines between retail, gallery, and runway, and solidifying CdG’s position in both the art and fashion world. Collaborations and Cultural Impact Comme des Garçons has collaborated with a diverse range of brands, including: Nike: Including the Dunk Low, Foamposites, and Air Max designs with CdG’s touch. Converse: Particularly the Chuck Taylor series under the Play line. Supreme: Bridging the gap between streetwear and avant-garde. The North Face, Gucci, Louis Vuitton: Expanding into new market tiers and luxury crossovers. Cultural Influence Music: Artists like Kanye West, Pharrell, Frank Ocean, and Drake have all worn CdG pieces. Celebrities: Rihanna, Lady Gaga, and ASAP Rocky are often seen in CdG clothing or referencing the brand. Runway to Streetwear: Comme des Garçons has played a critical role in shaping how conceptual fashion can influence mainstream and streetwear markets. Why Comme des Garçons Remains Relevant Unlike many fashion houses that have been sold or diluted, Comme des Garçons remains independent and fiercely creative. Rei Kawakubo’s philosophy is clear: “The only way to make something new is not to make something new.” The brand’s relevance comes from its authenticity—whether it’s the radical silhouettes on the Paris runway or the bold CDG logo worn by kids on the street, Comme des Garçons constantly redefines what fashion can mean. Conclusion Comme des Garçons and CDG are more than brands—they are cultural movements that have spanned decades without losing their integrity. From Rei Kawakubo’s groundbreaking designs to CDG’s streetwear appeal, the house of Comme des Garçons continues to shape the fashion landscape. It doesn’t chase trends; it sets them. It doesn’t ask for approval; it earns reverence. And in a world obsessed with fast fashion, Comme des Garçons remains a testament to slow-burning creativity, thought-provoking design, and unwavering individuality. Whether you’re drawn to the theatrical vision of the runway or the simplicity of a CDG hoodie, wearing Comme des Garçons is about embracing a philosophy of difference, defiance, and depth—something that never goes out of style

Always Do What You Should Do | Adwysd Clothing | Official Shop

Always Do What You Should Do: A Streetwear Ethos Turned Cultural Movement

“Always Do What You Should Do” (often abbreviated as ADWYSD) isn’t just a brand — it’s a modern mantra reshaped into fashion. Born from a philosophy rooted in action, accountability, and identity, ADWYSD has emerged as a standout label in the UK and global streetwear scenes. Its name is a call to purpose — a reminder to stay true to your goals, your community, and your sense of self.

This brand doesn’t just sell clothes. It delivers a message. Every collection is a chapter in an ongoing story about self-discipline, inner strength, and social awareness. Whether it’s printed boldly across hoodies, stitched onto joggers, or embedded in campaign visuals, “Always Do What You Should Do” feels like a promise: a lifestyle blueprint wrapped in quality fabrics and intentional design.

From Slogan to Streetwear Statement

ADWYSD is known for its bold typographic prints, minimalist silhouettes, and powerful slogans. These garments go beyond aesthetics — they embody a mission. In a market where many brands follow trends, ADWYSD sets them by fusing fashion with mental strength and personal integrity. It has carved a space among a younger generation hungry for authenticity.

The brand’s identity is steeped in discipline — not just in the name, but in how it approaches its releases. Limited drops, no overproduction, and clear storytelling with each piece reinforce the ethos. Whether it’s a hoodie, a tee, or a pair of joggers, everything feels intentional. Every stitch speaks for a movement rooted in mindfulness and consistency.

Adwysd Joggers: Streetwear Utility Meets Everyday Comfort

Among the standout items from ADWYSD’s catalog, the Adwysd Joggers have taken center stage. These aren’t your typical lounge joggers. They are designed with a sense of function, form, and fashion that bridges utility wear with everyday street aesthetics. With a slim-to-tapered fit, high-quality heavyweight fabric, and reinforced stitching, these joggers are engineered to endure — not just physically, but stylistically.

Signature Details That Matter

  • Embroidered or Printed Branding: Adwysd Joggers typically feature minimalist branding — often the “Always Do What You Should Do” script in subtle fonts, sometimes placed vertically along the leg or near the pocket. It’s a clean, sharp look that communicates brand identity without screaming for attention.

  • Premium Materials: ADWYSD prioritizes high-grade cotton blends with just enough stretch to ensure comfort. These joggers hold their structure while still feeling relaxed, making them ideal for everyday wear.

  • Utility and Versatility: With deep side pockets, adjustable waistbands, and reinforced cuffs, Adwysd Joggers are designed for both practicality and style. They’re perfect for those who move with purpose — from skateparks to city streets, creative studios to gym sessions.

  • Colorways and Coordination: Neutral tones like black, grey, khaki, and off-white dominate, allowing wearers to easily mix and match with other ADWYSD pieces. Capsule collections often include matching hoodies and jackets, promoting a cohesive outfit built around consistency — just like the brand’s values.

Cultural Impact: From the Streets of London to Global Hype

ADWYSD has quickly built a dedicated following thanks to its message-driven designs and underground appeal. Worn by creatives, athletes, musicians, and tastemakers, the brand has evolved into more than just a clothing line — it’s become a symbol for a new generation focused on purpose, routine, and respect.

Adwysd Joggers have become wardrobe staples for those who live with intention. They’re not loud or flashy, but they hold weight. They reflect the values of a wearer who knows that self-improvement is a daily discipline — and your clothing should align with that energy.

Why “Always Do What You Should Do” Resonates So Deeply

Fashion today is about storytelling, and ADWYSD tells a story that many find empowering. The name is a self-reminder, a mantra, and a guiding principle. It speaks to:

  • Mental Health Awareness: Encouraging self-control, focus, and purpose in a world filled with distractions.

  • Discipline Culture: Appealing to creatives, athletes, and entrepreneurs who thrive on doing what must be done, even when it’s hard.

  • Community Unity: The shared message builds a tribe — people wearing ADWYSD recognize each other as part of a movement.

The Adwysd Joggers, like the rest of the apparel, aren’t just fashion items — they’re wearable reminders of the brand’s mission. They’re for people who stay grounded, who don’t cut corners, who put in the work.

Final Thoughts: Joggers With a Message, A Brand With a Mission

In an era where hype can often outweigh meaning, “Always Do What You Should Do” stands firmly rooted in purpose. It doesn’t rely on gimmicks or fleeting collaborations. It speaks to the wearer’s mindset, not just their wardrobe.

Adwysd Joggers capture everything the brand stands for: simplicity, functionality, durability, and an unwavering commitment to a higher standard. They’re made for those who show up, do the work, and keep pushing forward — because they know exactly what they should do.

So, whether you’re hitting the streets, the studio, or your personal goals — ADWYSD joggers aren’t just clothes. They’re a mindset. And that’s what makes them timeless

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