By  on May 10, 2011

It’s 10 a.m. on Friday morning, and Mark Ghuneim, chief executive officer and founder of digital agency Wiredset, is second in line at the opening of Comme des Garçons’ New York Market Market, the four-day shopping festival of archival merch priced 70 percent off retail. With just minutes left before the doors swing open at The Cathedral on West 41st Street, he can’t stop gushing over his love for designer Rei Kawakubo. “I live and breathe Rei,” says Ghuneim, who paid an employee $100 to arrive four hours earlier, at 6. a.m., as a placeholder. “This is really the only fashion sample sale I’d ever go to. She is the epitome.”

But there is one thing he finds “just criminal”: the fact that he got beat out for the number-one spot by 19-year-old college freshman Hong Pak, who waited patiently since 3 a.m. — and yet describes himself as “a zero fan” of the label. “I just like to camp out,” explains the Borough of Manhattan Community College student. “I don’t really know that much about the brand.” Ghuneim shakes his head and interjects — “Criminal, criminal, just criminal” — before the clock strikes and they’re both finally shuffled inside.

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