The founder of the company, Rei Kawakubo, did not have specialized education however she had excellent taste and a desire to create clothes for herself which would be comfortable, pleasant, and elegant.
Initially, Rei worked in the advertising department of the textile enterprise “Ashai Kasei”, where she gained knowledge about fabrics and the details of the production process. In 1973, the Japanese designer registered her own company. The name literally means “like a boy” – these are words from a song by Françoise Hard, but also a reflection of the brand’s style – clothes have acquired a new look, which is completely different from the usual.
For women collections, Rei made stylish models but they did not at all emphasize sexuality and femininity, as is usually done. These were the clothes for you. Besides, the designer herself once said that she makes clothes for women who do not care what their husband thinks of them. All brand items fit the definition of unisex, although they are divided into men’s and women’s collections. Men’s collections as can observed are all casual with a simple charm that makes them so unique.
An interesting feature of the brand’s first boutiques in Japan had no mirrors and mannequins. This was done so that buyers choose clothing according to their feelings, and not according to their appearance.