Blog

In the course of building a lifestyle brand, what achievement can be considered the hallmark of a job well done? Two words: underwear line. When you can get people to identify with your brand so much that they'll go out of their way to buy and wear your underwear (which presumably few others will ever see), then we say you've made it. By that accounting Comme des Garçons has arrived. Their new SHIRT line of underwear for men extends the Japanese avant-garde house's reach to new layers. Though, credit where credit is due, this is not some thoughtless brand extension. The line is made by old school Danish underwear maker HammerThor, is not priced much higher than the luxe lines at your average Macy's (we're thinking 2xist or Hugo Boss), and has that bit of CdG flair to it.

Available at Sefton