Feb 14, 2023

Did you know about the message behind the black label on the back of the COGTHEBIGSMOKE? 

Needless to say, new things are always exciting to adopt, but nowadays, it can be challenging to repeat and get what you really cherish, especially the basic items you are always in love with.

I have always questioned the idea that we have to constantly offer something new in the fashion world and get rid of things that are tied to years and seasons but aren't necessarily to be changed.

One day, after struggling with this dilemma for a long time, I came to the conclusion that when I wondered why new things are always well received in the fashion world, it is because everything boasts loudly about being new in the year and season it is released, and is inevitably labelled 'off' as the months go by.

Our collection launched in 2019, we simply called it 'Collection 1', not as a 'new collection for autumn/winter 2019'. We then sewed a label, humbly woven with the word "1", on the back. And "2" for the designs added to that next collection.

In other words, the number on the black label represents the identity of that design. It's not about being new or old but more like a birth certificate for the design.

Over the years, various numbers still coexist and shine in beautiful harmony in our collections.

In fact, there are few clothes that are truly regular in the closet; we want COG's clothes to sit in that area. And our favourites will continue to be proudly updated in a range of different colours and fabrics.

'We don't change what doesn't need to be changed'. That is the most fundamental and powerful spirit of our brand.

What number did you find when you look at the black labels in your closet?  I believe whatever the number it is,  it's still humbly shining!