Innovative fashion brand BLK DNM prides itself on having one beady eye on the future. Having made his mark on the online fashion landscape in super-quick time, Johan Lindeberg is now leading the brand in a new direction with the launch of its new poster-sized ‘Gazette’.
The fold-out fashion frenzy includes artwork, photography, conversations and collaborative essays, representing the clothing brand’s refined and cosmopolitan identity. With Johan at the helm, BLK DNM is certainly no stranger to unconventional methods of product promotion. Opting to launch the brand and first clothing line through film rather than a catwalk show, the Gazette is the next innovative step in what Lindeberg describes as a ‘dynamic creative process.’
Whilst some may see print as a backward glancing medium, the Gazette compliments BLK DNM’s many and varied creative outlets. With non-conformism at the heart of the brand (slighly off-centre of course), BLK DNM aims to establish a direct line of communication with their creative community of consumers, whether they be regulars at the brand’s new NY pop-up store or cyber fans.
A PR gimmick this is not; there’s certainly no skimming on substance or quality for a quick buck here, as with everything the brand has produced to date the publication oozes Johan’s passion and creative skill. The debut issue, curated by editor-in-chief Aleksandra Woroniecka, includes considered and engaging material with contributions from photographers Peter Lindbergh and Horst Diekgerdes as well as an appearance by model Hannelore Knuts. Artists Terence Koh, Scott Campbell and abstract, eye-catching, unconventional illustrated portraits by Nate Lowman are also featured. The conversation between director and sartorial icon, Wes Anderson, and actor and screenwriter of cult classic Blade Runner, Hampton Fancher, is a particular highlight.
With a limited-edition run of 10,000 copies available, BLK DNM’ers can get their mitts on a copy with online orders or if you’re nearby (or willing to make the voyage), several are available on a “pay what you want” basis from the brand’s Big-Apple–based temporary shop in Soho, with proceeds donated to Free Arts NYC.