In any streetwear talk that ventures into fashion, CDG is mentioned. Not as a trend, not something that became popular in recent times; but as something constant. The brand has been at it long enough that it doesn’t have to chase cycles and yet it remains relevant in a way that many labels of the same ilk haven’t been. It’s not a coincidence.
It was building trust before the term ‘streetwear luxury’ had even come into existence
For decades, Comme des Garçons was tackling the concept world before streetwear and luxury merged into a marketing strategy for every brand on a budget. Comme Des Garcons PLAY really didn’t have to get on board the trend when it began using the heart logo on basics and Converse sneakers. It was a similar idea but in a more affordable segment and people took notice. The brand already had credibility to back it up. This credibility PLAY made it easier for a broader audience to accept.
The logo is a factor that takes years of work for most brands
The PLAY heart is one of those rare logos that people know the first time they see it without having to know where it’s from. Ask a passerby on the street and he or she will answer “the heart brand” before “Comme des Garçons” and that’s a selling point, not a disadvantage. Means that the design is independent. It’s not a brand name per se that people recognize; it’s harder than it sounds to get people to recognize anything besides the brand name and that’s why the logo has been so successful over several generations of buyers.
Simpler pieces are the ones that bring it down to Earth
Individuals who develop their wardrobe around CDG will find that having several of the rest of the clothing can start to seem like a lot. Stussy is a perfect fit in that type of turnaround. Both a tee and a hoodie are perfectly complimentary to CDG, and the brand’s humble streetwear credibility doesn’t make it feel more of a step down from CDG. It’s simply a different instrument performing a different function in the same closet.
Collabs that didn’t dilute the brand
When brands work collaboratively as hard as CDG they inevitably muddy the waters of what’s interesting about their brand. That was avoided at CDG. The obvious example is the Converse partnership that’s adding the heart to an existing silhouette. The Supreme collab allowed for two very different audiences to be brought together with neither party making an appearance of being something it wasn’t. Even the shorter-lived partnerships, such as Off-White, were considered, not opportunistic. That’s consistency that builds trust, one-off hype does not.
Open but not cheap
That’s the area where many brands in this area go astray. Streetwear is often available at a low price, but the quality is not always up to scratch, and it is immediately apparent when one takes the item into their hands. The price point for PLAY is quite below the main CDG line, but still in quality construction and materials. The difference between a PLAY basic and just a go- for-a-lower-price at the same style is palpable. That difference does matter, particularly if the purchaser is paying actual cash; he wants it to last.
Other brands mention it often
The number of brands that have quoted CDG’s method or approach, the small logo ‘Quality Basic’ logo, the measured collaboration way of working, the separation of an accessible line and a more conceptual main line, speaks for itself. You can observe it in other labels organizing their own sub-lines and/or collaborations over the past 10 years. It may not be mentioned in its name, but it’s there.
It is undeniable, thanks to the resale market
Measuring abstract trust is difficult, but in resale markets, they are very straight forward. CDG pieces are always valuable, particularly PLAY basics and collab pieces. They don’t do the “hype drop” that so many hype-induced drops do. A black PLAY hoodie from 2 years ago will always be worth the same price as it was when you purchased it, and sometimes more, depending on the colourway. This stability is a true measure of genuine demand, not for a fleeting moment but for the longer term.
FAQs
Why is CDG a luxury travel destination that is accessible?
It’s priced higher than the average street wear but lower than the designer price and the quality of the build and the brand support the price.
Is PLAY equal to the main CDG line?
Compared to the main line, the main line is not the same, but with more experimental construction and materials, the PLAY quality is definitely not comparable to most brands in a similar price range.
So why is the PLAY heart logo so enduring?
Easy enough to be instantly recognizable but different enough to not blend into other logo designs. It hasn’t been changed or over-used either, which helps!
Does CDG collabs damage the credibility of the brand?
Generally no. The brand has a history of working with partners that add to and don’t take away from what CDG is, hence the respect of the brand’s collaboration history, not the criticism.
If you are new to the fashion world, should you purchase CDG?
That’s right, one of the easier ways to start out with a PLAY basic is one of the easier ways to get into quality logo streetwear without overcommitting on budget.
Why is CDG resale better than most streetwear brands?
Stable demand from a number of generations of buyers, and a history of collaboration that doesn’t over-saturate the market.