Comme des Garçons is a Japanese fashion label headed by Rei Kawakubo, who owns the company with her husband Adrian Joffe. The brand was started in Tokyo in 1969 but became popular worldwide in 1981 after the groundbreaking Comme des Garçons's collection shown in Paris. It created a splash for its predominant deconstruction, asymmetry, use of distressed fabrics and a monochromatic color scheme as the new paradigm of conceptual fashion. Rei Kawakubo's creations are known for their radical intellectual 'anti-fashion' aesthetic. All items are designed in the Comme des Garçons studio in Aoyama, Tokyo and are made in Japan, France and Spain. Nowadays Comme des Garçons shows are treated as an art shows while the second line Comme des Garçons Comme des Garçons is known for its wearability.