
The line when I arrived at 545am.

All the small asian men standing in front of me at 830am.

The window dispaly.
Comme des Garcons X H&M 2009
When H&M first made the announcement of this collaboration, I was excited. Rei Kawakubo, the creative mind behind CDG, has consistently delivered collections that have been described as avant-garde, out-0f-this-world, wearable art, etc etc. Based on her previous collections I expected to be shocked, to be in awe, to be so overwhelmed, but I felt none of these things when the line was revealed in October. In fact, I felt nothing. The clothes appeared bland, uninteresting, and unwearable. Did I really want to stand in line for hours in the freezing cold to buy clothes that would make me look like a homeless-krusty-the-clown? It was a simple decision for me: skip the H&M collaboration this year. KitKat felt more or less the same about the collection (KitKat, correct me if I'm wrong). We decided that the day would be better spent in a spa and shopping at Club Monaco instead. It was final. No H&M this year.
As the launch date creeped up, I continued to visit the H&M website, hoping that eventually the clothes would inspire me, but they didn't. They stirred not even a moment of desire in me. More and more I was sure that I had made the right decision. Then, one Sunday morning, on our way to buy groceries, Tony says to me, "Really? You're really not going to the H&M thing?". I was floored. This is they guy who disapproved of practically every clothing purchase since 1999, and there he was, questioning me on my decision to skip CDG x H&M. I said to him, "There's nothing we want. The clothes are just blah. I don't really want to stand in line for stuff I don't even sort-of like." "It's tradition," he said. "You guys have gone for the past four years already!" I just shrugged my shoulders, "Well, there's nothing we desperately want." And then the ball drops, "Alright. Don't cry to me two weeks from now about missing it, and having to pay 4X the price for something you decide you want later. Besides, you could always sell this stuff on Ebay to finance your Club Monaco obsession." This really struck a chord with me. The ball started rolling, I began to second guess everything. What if I really did decide that I like the stuff afterall? What of the tradition? What of the last H&M collaboration I will have in Toronto with KitKat? What of the possible profits? Hmmmmmmmmmm. It didn't take long before I went full scale in reverse. I thought, what the hell. I'm going to go, even if it's just for fun. Afterall, lining up is half the fun (even though I bitch about it all the time). There was nothing to lose. I was gauranteed to get something and because there was nothing I was crazy about, even if I walk out with nothing, it would be OK, there would be no disappointment. And besides, nothing beats the stories of freezing our asses off for clothes, braving all the crazies roaming around Toronto, and seeing friends whose names we don't know (I'll explain in a second). I would be missing all this, all this that has become a part of Novemeber-life!
I discussed with Moomu and she egged me on: Just do it. Go for the clothes! Get the profit! After this, it didn't take long before I started plotting which items to dive after. I emailed KitKat and crossed my fingers it wasn't too late to convince her to join me in this insanity. She almost didn't come. Poor KitKat confused the launch date for next Thursday! But, the shopping gods were smiling on us and KitKat managed to push all her duties until later that afternoon. SUCCESS! We were both going to the CDG X H&M launch. YAHOO!
This year was unprecedented, I got up at 4am to make my journey downtown. I arrived at 540am and joined the queue of approximately 15 people. 15 crazies who had arrived prior to 540am. I always wonder at what time the first person formed the queue....I guess I'll never know, I will never be that person. I scoped out these people, there was no one I recognized from previous years. They were mostly Asians, particularly Chinese wannabe Japanese. There was this one Chinese girl, whose name is Keiko. Seriously, how dumb is that? That's almost as frightening as meeting some fob who calls himself Giovanni. This is not an urban legend. I actually know someone with these parameters. I met a lady, Susan, who stood in front me. She works as a graphic designer. She was so pleasant and certainly helped to pass the hours. We counted on each other for entertainment. She asked me what I do for a living and for the first time, I think I met someone who was genuinely interested in the need for basic science research. It was very encouraging.... We plotted together, we talked about the designs we wanted, our sizes, and the strategy to get the things we want, trade policies, attack plans. I could hardly believe the discussion myself. I told her of our experiences from previous years and warned her of awful people. Later that morning, some familiar faces started to arrive. It's so hilarious when I think about it. For one day each year, we bond with these people, we share our heaps of clothing, we share or experiences of elbowing people, but even with all this, we don't know each others names. We're always too caught up in clothes..... It's too bad really. I think I would enjoy their company outside of the H&M store. Maybe next time......
As 10am slowly gains more ground, more people joined the line.....in front of me. Yes, I'm speaking of those people who send one poor soul to stand in line before dawn to hold spots for their friends who join the fun at 9am. It's not fair! It's not fair for those of us behind you, who waited just as long, who are just as cold, and just as wet (yes, it was raining the entire time). It's just not fair. OK, while I know we (me and KitKat) are guilty of this kind of arrangement too (only a little though), we are only two people. You can't let 10 of your friends join you at the front of the line. It's just not ethical. Even with all this online yelling and bitching, there was nothing we could do except snarl at them, and secretly curse them, and hope that nothing they get their hands on will fit. One couple who arrived at 930am dared to offer me and Susan $50 if we let them step in line. FRACK OFF, BUDDY! Our time is worth more than $50. JERK!
10am arrives, and so begins the pushing and shoving. This year, H&M enforced a policy they should have implemented 3 years ago: only 2 items per style per customer. This made a huge difference in probability. We (me and KitKat) got everything we kind of sort of wanted and more. Once the clothes were in our hands, they didn't look so bad. In fact, in the rush of it all, some of it started to look pretty cute, wearable, fun, and unique. It take long before we decided to buy, buy, buy, Will we regret it? Maybe. But we have until January 16, 2009 to change our minds. HAHAHAH! I love the Christmas refund policy.
This year was pretty tame. No screaming, no pulling, no shoving. It was almost civil. Unfortunately, I wasn't able to get the one item I really wanted: a peacoat for my brother. Curse all those skinny asian guys who cut in front of me. CURSE YOU ALL!
After all was purchased, we headed back uptown for some food and settled on the trusty SUSHI ONE near Yonge & Sheppard. Now that we had had the chance to see the line first hand, and touch the clothing, we gained a different perspective. It was a good collection, not great, but good. We agreed that the marketing for this collection was just dismal. The approach was just all wrong, a poor concept that was poorly executed. The result made the clothes boring, unattractive, and UGLY. H&M, if you're reading, think about your audience. We need to be excited, we need to feel passion, we need all these things before we're willing drop hundreds of dollars for your clothes. Over lunch we laughed at our selves and thought, gosh, I can't believe we almost didn't go. I can't believe we almost missed it. Good thing we both came to our senses in time.....
I had a blast! $600 later, I have a few CDG X H&M items I really like. Hopefully, I can sell some of this other stuff and have other people pay for my purchases. In the meantime, let's make a pact. Let's promise that next year, wherever we are, whatever we're doing, let's make it to the H&M collaboration. Life wouldn't be the same with out it, not mine anyway.
Below are pictures of my purchases. What do you think? Which ones should I keep and which ones should go?





OH SHIT! I almost forgot. KitKat was interviewed by Fashion Television. She told them that our strategy is to "politely elbow people". HAHAHAHAHA!