Swedish fashion designer, Johan Lindeberg, has officially joined forces with Kellwood as Creative Director of BLK DNM (pronounced Black Denim), a New York based denim brand to launch in the United States and Europe February 2011.
Lindeberg began his career in denim as the International Marketing Director for Diesel and left in 1995 to create his eponymous lifestyle brand, J.Lindeberg, in 1996. Following his departure from his namesake label in 2007, Lindeberg became Creative Director for Justin Timberlake's William Rast brand for over two years. His latest venture, BLK DNM, features a European design esthetic inspired by the style and culture of New York City's downtown creative community.
BLK DNM's line has a non-seasonal approach with a product range starting with 60 items (denim and non-denim) for women and men. The product range will be updated regularly throughout the year allowing for constant injections of newness into the line. Inspired by the style of the contemporary art community and Lindeberg's own esthetic, BLK DNM will offer its customers the ability to update their look without being bound by seasonal trends.
Distribution and accessibility of the line will be based largely on a comprehensive and advanced e-commerce platform serving as the main point of sale with no traditional wholesale accounts. BLK DNM will also open a flagship space in downtown New York with plans for additional domestic and international stores. This business concept offers a new generation of customers immediate access to product, while liberating the brand from untenable production and delivery schedules.
"Right now we're experiencing a transitional phase in the global denim market," notes Michael Kramer, Chief Executive Officer and President of Kellwood. "Now is the time to capitalize on the movement. Under Johan's direction, BLK DNM will revolutionize the industry. It's like no other brand in the market right now."
"BLK DNM has been on my mind for a long time but I still needed to find the right partner to get this very personal project off the ground. In Kellwood, I have found the perfect compliment I was looking for and together we intend to build this into a global brand inspired by the city I have made my home," added Lindeberg.
Kellwood designs, manufactures, and markets a growing collection of premier fashion brands across a broad range of consumer lifestyles including Vince, ADAM, Baby Phat, Phat Farm, Sag Harbor, Briggs NY, Jolt, and My Michelle as well as licensed brands XOXO and David Meister. Kellwood also operates Vince retail stores and Sag Harbor outlet stores across the U.S. Kellwood brands are a perfect combination of fashion and quality.