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The new contemporary collection, licensed to Italian manufacturer SINV SpA, is being unveiled here today, with first shipments expected in July.
Spanning jeans, T-shirts, outerwear and accessories for women and men, the 350-piece line bears the Japanese designer's imprint — quirky fabrics, mannish tailoring — but with a discreet circle of white stitching, the only visible branding on garments. Sizing is broad, from European sizes 36 to 46.
"The new generation likes to have more of a no-brand collection, and they like to create their own style," said Massimo Braglia, managing director of privately owned SINV. "Everyone is interested to see what Yohji can create in this category."
Channeling an urban tomboy spirit, the women's line features mix-and-match basics ranging from crumpled jackets, loose "boyfriend pants" in unwashed Japanese denim, parkas, preppy Oxford shirts and college-stripe blazers.
Colors are mainly navy, khaki, white and black, while fabrics include wool and cotton blends, some with a waxy finish, as well as velvet. Canvas high-tops, hats and gloves are among accessories on offer, while the line's knitwear range includes cardigans, striped hooded sweaters and cashmere wrap tops. Suggested retail prices range from 80 euros, or $118, for a T-shirt, to 550 euros, or $815, for a coat.
Braglia said he's aiming to have Coming Soon in 700 points of sales worldwide in two or three years, with an eventual wholesale volume of 200 million euros, or $295 million at current exchange, over the length of the 10-year pact with Yamamoto.