The fashion house Comme des Garçons was established in 1973 by Rei Kawakubo, who has become the avant-garde "anti-fashion" queen. She challenged the accepted norm with the belief that weird can be beautiful-and triumphed. Her fragrance line also pushes the envelope; CdG's individualistic, masculine-leaning numbered fragrances marry the synthetic scents of real-life to the machine world (dust on hot light bulb! Flaming rock! Ink! Bamboo!), while the predominantly unisex "Series" scents follow a theme.