Between 2004 and 2009, Comme des Garçons launched a global series of temporary shops called Guerrilla Stores. These one-year retail experiments were governed by a strict internal rulebook that emphasized impermanence, minimalism, and surprise, rejecting typical luxury norms. Each rule below includes original wording from the brand’s internal documents and offers a glimpse into how CDG reimagined what a fashion store could be.
The italicized quotations that follow are original wording from Comme des Garçons’ internal Guerrilla Store guidelines.
1. One Year Only
“The guerrilla store will last no more than one year in any given location.”
CDG enforced a hard 12-month limit. Even popular stores had to close, as their impermanence was the point.
2. Off the Map
“The location will be chosen according to its atmosphere, historical connection, geographical situation away from established commercial areas or some other interesting feature.”
Guerrilla Stores appeared in fringe neighborhoods: back alleys, old pharmacies, Stalinist concrete buildings. The more unexpected, the better.
3. No Renovation
“The concept for interior design will be largely equal to the existing space.”
Spaces were left raw. Broken tiles, exposed ceilings, flea market furniture. Nothing polished, nothing expensive. This refusal of renovation directly challenged the glossy flagship culture of luxury fashion.
4. Local Collaboration
“The partners will take responsibility for the lease and COMME des GARÇONS will support the store with the merchandise on a sale or return basis.”
CDG partnered with local creatives to operate the stores. DJs, artists, and small teams ran each location with autonomy and local flair.
5. Low-Key, High Impact
“The merchandise will be a mix of all seasons, new and old, clothing and accessories, existing or specially created, from COMME des GARÇONS’ brands and eventually other brands as well.”
Each store offered a mix of past and current CDG pieces, sometimes at accessible prices. There was no marketing, and some stores did not even have a sign.
