Coming Soon is a new uber trendy and casual line offered by Yohji Yamamoto. The collection is licensed to Italian manuÂfacturer SINV SpA and is aimed at exposing Yamamoto to the mainstream high street punter. Most commentors were surprised Yamamotos name was not included in the name of the new brand but the backers believe the product will sell itself as Coming Soon. The initial Coming Soon collection, with some 350 pieces including jeans and knitwear, will be unveiled to the trade in January during men’s fashion week in Milan.
In an interview, Keizo Tamoto, Yamamoto’s executive vice president and ceo, said Coming Soon is targeted at young consumers looking to trade up from streetwear to “something with a little bit of elegance, a more simple way of dressing.” He added “if you buy a Yohji jacket, you need Yohji pants and maybe you need also a Yohji shirt and shoes. It’s a very dangerous line.” Conversely, Coming Soon is seen as a pick-and-mix collection ofÂ casual styles, from jackets to T-shirts and accessories.
Prices need to be confirmed, but Tamoto said most jeans would retail from 150 euros, or $207, to 230 euros, or $317, with knitwear averaging from 120 euros, or $165.60, to 200 euros, or $276. T-shirts will start at about 70 euros, or $96.60.