First collection to be designed by Kei Ninomiya
Dover Street Market, the multibrand retail emporium founded by Rei Kawakubo and Adrian Joffe of Comme des Garçons, is once again taking the fashion world by storm with the announcement of its new DSM label, an innovative take on private-label merchandising.
The DSM brand will feature multiple designers, the first being Kei Ninomiya, a Japanese designer known for his avant-garde, experimental garments. His line of all-black womenswear, Noir, is already a part of the Comme des Garçons family. He’ll remain in the role as long as possible, and eventually will be joined by other designers under the new DSM umbrella, each bringing a different concept and perspective to the table. Adrian Joffe enumerated the possibilities for the label—future designers could be famous, established, or virtually unknown, and each new collection would be different than the last. The next DSM label will appear in 2026.
Ninomiya has already shared plans for his part, hinting at a simpler, more grounded design language as opposed to the highly technical and complex silhouettes of the Noir line. He aims to focus on accessibility, positioning prices to encourage attainability among young people, who have played a large role in forming Dover Street Market’s unique, dedicated community, and to create a shared visual identity.
The first look at Ninomiya’s DSM label will be at the end of June. From the 28th to July 1st, the DSM brand will be showcased to wholesale clients Dover Street Market Paris showroom at 35-37 Rue des Francs-Bourgeois.
