By Ruthie Friedlander
Updated Apr 03, 2018 @ 12:30 pm
Credit: Getty Images

It seems archaic to be surprised by a brand moving brick and mortar online. I mean, who hasn’t already done this?

One designer who’s late to fully embrace the digital age: Comme des Garçons’ Rei Kawakubo; a designer known for her ability to turn the unexpected and even odd into a commercial success. As creative director of CDG, she has delivered $220 million a year in business and co-founded the world renowned Dover Street market alongside her husband, Adrian Joffe, in 2004.

At the opening of their fifth location (this time in China), Joffe, who serves as CDG’s CEO, announced the launch of an entirely new brand from the house. In an unexpected yet brilliant and exciting move, it will be a line created with the internet in mind. Theoretically, the fact that CDG is creating a direct-to-consumer line means that the pieces will be more affordable and wearable, but of course, just as cool.

"I can tell you is it’s going to be Internet-based,” Joffe, told WWD at the opening of DSM China, also announcing that Kawakubo would be designing the website. This marks the 18th brand (yes, you read that right) for the company, which includes Plus, SHIRT, Play, and Homme, among others.

After the new collection launches online, the pieces (which Joffe described to WWD as “simple”) will be housed in DSM’s brick and mortar locations.