3537 A NEW FASHION LAB

IN THE HEART OF PARIS

ADRIAN JOFFE

interview by olivier zahm

photography by giasco bertoli

OLIVIER ZAHM — So, Adrian, for Comme des Garçons you created Dover Street Market, but before that, there were the Comme des Garçons guerilla stores.

ADRIAN JOFFE — That’s right. In February 2004, we opened the first one in Berlin. And in September 2004, we opened the first Dover Street in London. On Dover Street itself, hence the name. Then [in 2016] we moved to the old Burberry shop in Haymarket.

OLIVIER ZAHM — Dover Street Market totally disrupted the way we buy fashion. It’s a real experience. There’s a cultural and an architectural dimension. How did you come up with that concept?

ADRIAN JOFFE — No, I don’t like that word. What does “concept” mean? Rei Kawakubo and I wanted a place where you could find things…