New Designer Brand on the Horizon. You Don’t Want to Miss It
If you’re a fan of Issey Miyake, we have some exciting news for you. The former artistic director, Yusuke Takahashi, is about to introduce his own designer brand called Clothing For Contemporary Life (CFCL) and it is predicted to raise some waves in the fashion community. Focusing on unisex clothing, the brand is very anticipated by retailers and high fashion lovers alike.
The very approach Takahashi has taken on developing his own designer brand is unique. Instead of presenting seasonal collections, the former artistic director of Issey Miyake is going to issue his pieces via e-commerce and take on board customer feedback to continuously update the styles. It is expected to come live on the brand’s own e-commerce channels in February 2021, and even before the official launch up to 40 retail partners have already picked the brand up. We are talking about giants such as Ssense, Isetan and Galeries Lafayette, which hints the brand is in for a strong head start.
While not much is known about what to expect, the collection is already making a statement by its unique choice of fabric. To represent the new era in the fashion industry, garments of Clothing For Contemporary Life will be made out of recycled polyester and regenerated cotton yarn. The pieces will include tops, dresses, jackets and trousers.
According to the spokesperson for CFCL, the new designer brand wanted to be sustainable in not just production but selling techniques, and thus the collections are not called after the seasons. In the industry that historically relies on exclusivity, such an approach is a novelty. Instead, they are called ‘Volumes’ and the future volumes will depend on the retailer and customer feedback. Best performing items will likely be kept in the next collections, and, depending on their success, be updated by colour variations.