Blk Dnm Relaunches as Deluxe Brand Name With Autumn 2023 Collection: Information – WWD

Blk Dnm is getting in a brand-new phase of its company with a rebrand that rearranges the jeans and also sports apparel tag as an “entry-luxury” brand name. 

The Swedish-American brand name, which is obvious “Black Jeans,” stated Thursday it is rebranding to bring the formerly midmarket tag right into the entry-luxury group with a brand-new logo design, raised visual and also retail approach. The rebrand is being helmed by innovative supervisor Jessy Heuvelink, that signed up with the tag last March. 

“Blk Dnm has a superb global track record and also a distinct identification, however required a brand-new layout instructions to come to be much more modern-day and also appropriate,” stated Blk Dnm president Toni Collin. “Under Jessy’s innovative management, via his brand-new collections and also via the rebrand and also brand-new logo design, Blk Dnm comes to be raised and also much more advanced, and also go back to our core columns of customizing, natural leather and also jeans.”

The rebrand begins with Blk Dnm’s loss 2023 guys’s and also ladies’s collections, which take ideas from the initial brand name by boosting its core designs with better textiles and also even more of a concentrate on customizing.

“With the repositioning of the brand name, we’re touching much more upon the entry-luxury degree, however we’re not increasing the costs for it,” discussed Heuvelink, that formerly had layout jobs at Christian Lacroix, J. Lindeberg and also Adidas. “We are placing a lot even more focus right into making use of the most effective textiles and also seeing to it the garments are created in a correct method and also making use of standard customizing approaches. I actually rely on financial investment garments — like if you desire something lovely and also will certainly last you a life time that you can possibly hand down to the future generation. I’d rather see our clients purchasing much less, however purchasing much better.”

Styles from Blk Dnm’s loss 2023 guys’s collection.

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Blk Dnm’s loss 2023 collection uses the jeans, natural leather and also customizing that’s been the brand name’s emphasis given that its beginning in 2010 by developer Johan Lindeberg. (Lindeberg left the brand name in 2015 to concentrate on various other innovative quests.)

Heuvelink developed the collection in a mainly black shade scheme, with fits, divides, denim items, outerwear and also outfits used throughout guys’s and also ladies’s. The innovative supervisor discussed he had myriad resources of ideas for the collections, consisting of the ‘60s and also ‘70s, cowboys and also style symbols like Bianca Jagger, Jane Birken and also Stevie Nicks, to name a few. 

As opposed to developing items that suit seasonal fads, Heuvelink wished to create raised essentials that are core designs in any kind of client’s closet. 

“I don’t actually intend to change the wheel regularly,” he stated. “Rather, I intend to develop a closet where individuals can come and also purchase the items that they enjoy. Following period, possibly they’ll locate tiny variants of that and also possibly locate brand-new items they’d like to contribute to that closet.”

Heuvelink discussed that the guys’s and also ladies’s collections are linked and also take ideas from each various other, with items like the guys’s fits motivating the customized ladies’s items and also the silk ladies’s items appearing in the guys’s collection. 

Blk Dnm’s loss 2023 guys’s collection was debuted at Pitti Uomo last month. The brand name is preparing to host press sneak peeks throughout New york city Style Week to debut the complete loss 2023 collection. Costs for the collection variety from $200 to $300 for the jeans, $1,300 to $3,000 for the customized items and also $990 to $3,000 for the natural leather designs. 

In addition to the rebrand, Blk Dnm is debuting a brand-new retail approach. The brand name is opening up a front runner in New york city City this loss and also has strategies to open up others in significant cities internationally in the following couple of years.  

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