NEW YORK, Feb. 22, 2011 /PRNewswire/ -- Coming on the heels of NY Fashion Week, designer and fashion industry veteran, Johan Lindeberg, has announced his latest venture with the launch of his new label BLK DNM. The launch of BLKDNM.com was celebrated with an exclusive premiere of Film 1 directed by Martin De Thurah.
Lindeberg designed BLK DNM for a new generation of independent consumers, therefore establishing the brand's flagship store online. His innovative approach allows consumers to bypass retailers and purchase directly from the brand, providing consumers a clear 30%-40% price advantage by cutting out wholesale entirely.
BLK DNM cements itself as a digital native by housing and presenting shoppers with a rare retail experience with interactive video content. BLK DNM's significant presence in the digital world creates an online community that becomes a part of the brand and engages consumers through unique social media initiatives.
"We are in the midst of a new era of fashion, where consumers are much savvier and we as designers must cater to the more conscious consumer," said BLK DNM Creative Director Johan Lindeberg. "BLK DNM was created with the consumer in mind, from how we bring our collection to them through our online interactive flagship store, to the fit and the detailing of our pieces."
Setting BLK DNM apart from most fashion labels, the brand defies the convention of releasing collections in seasons and offers a constant interjection of new pieces throughout the year. The women and men's collection features a modern take on classic denim, leather, outerwear, knitwear, and tailoring designed with rich fabrics including leathers, twills, cottons, wool and cashmere. BLK DNM maintains an understated yet sophisticated color palette including bottle green, military green, charcoal gray, navy blue, white and black.
Key pieces from the women's collection include fitted jeans, fine leather jackets, silk military shirts with epaulettes, tailored two-button wool gabardine blazers, military twill jackets, tailored front slit pocket pants, staple melange t-shirts and tanks, cashmere cardigans with leather elbow patches, and a full length skirt with a fluid fishtail train. The men's collection is marked by downtown classic pieces such as a leather biker and a pilot jacket, two-button pinstripe suiting blazer, tailored wool suiting pants, long-sleeved poplin dress shirts, dropped round neck cashmere sweaters, tanks and v-neck t-shirts and five pocket straight leg jeans.
The collection's price points range from $29.00 for tanks and t-shirts and approximately $129.00 and $149.00 for jeans, to $2,295 for a luxurious suede shearling wool cape. BLK DNM offers free shipping from its online store within the US and free returns for one year from the point of purchase.
This spring, BLK DNM is set to open its first store, GALLERI 1, in downtown New York. GALLERI 1 is infused with digital retail innovation that allows a seamless dynamic with eCommerce, where customers can purchase pieces in store, or have it shipped home (worldwide) instantly through an in-store online purchase. GALLERI 1 will be located at 140 Grand Street, New York.
ABOUT JOHAN LINDEBERG
The founder and creative director of BLK DNM, Lindeberg has longstanding experience in building international brands. He served as the CEO for North America and Marketing Director of Diesel during his tenure with the brand from 1990-1996. Upon his exit, Mr. Lindeberg founded J. Lindeberg in 1996 and served as Creative Director until 2007. Johan then served as Creative Director for menswear at William Rast from 2007-2009. In addition to his other projects, from 2007-2010 he devised branding strategies for major lifestyle brands under PARIS68.
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SOURCE BLK DNM