BLK DNM’s Path To A Responsible Future

BLK DNM is an American-Swedish fashion brand that draws inspiration from the aesthetics of the 1960s and 1970s. The brand has undergone significant changes recently, relaunching itself as a luxury fashion company and being acquired by ChromaWay, a Swedish blockchain technology company, earlier this year.

Toni Collin, a retail veteran and CEO of BLK DNM, has brought Jessy Heuvelink on board as their Creative Director. Heuvelink’s impressive resume includes working with J. Lindeberg, Adidas, and Christian Lacroix. Collin is introducing BLK DNM as a “Connected Fashion” concept focusing on sustainability and responsibility. To this end, BLK DNM has launched a collection of leather jackets connected and powered by blockchain technology.

The jackets are embedded with NFC chips that track and instantly confirm their authenticity, reducing the risk of counterfeits. Each item is also featured with a digital twin, which is a unique identity, and the product carries and tracks all data from conception to future provenance. “Our jackets will tell a story. With our blockchain technology, you can track the provenance and authenticate, creating a life story of the jacket and its value.” Explained Heuvelink.

The brand also provides a Forever Refund Policy, which guarantees an “eternal cashback” redeemable value for customers who wish to return an item for recycling. The policy ensures customers receive at least 10% of the item’s value. The articles are then refurbished and resold by the company. “We believe in taking responsibility for the quantity of products we produce and aim to inspire our customers to take responsibility for the amount they consume. By working together, we can close the loop and create a more sustainable future,” said Collin.

With this new chapter, BLK DNM prioritizes strategic and sustainable expansion over excessive production and rapid growth. Collin stated, “When you push products into the market without considering their readiness or quality, or when you are too eager to hunt for orders, it often results in negative consequences.” The brand has shifted its focus towards finding the right partners, growing organically together, and taking calculated steps toward building a more strategic future.

“Our collection is based on three pillars: denim, leather, and tailoring. Our goal is to elevate the craftsmanship and detail of our clothing, moving away from the rebellious undertone to create a more sophisticated and international look. Our dream wardrobe consists of 40% timeless pieces each season, complemented by new styles to keep it current. Over time, the wardrobe will grow with new injections each season. We are slowing things down and focusing more locally but maintaining a global presence. Our philosophy is to create our products with passion and not driven entirely by trends. Every piece is ethically produced with the highest quality standards. If the product is right, then the price is justified, and it will sell.” said Heuvelink.

The brand’s conscious effort to use shared fabrications and styles in both men’s and women’s collections is a smart way to produce better while simultaneously reducing fabric waste.

“We are taking our time to make better decisions as we strive to build a sustainable and profitable company. It feels like coming home,” explained Collin.

BLK DNM is a downtown NYC creative project founded in 2011. An international fashion brand with a strong cultural identity-driven around themes like equality, freedom, politics, and art. The philosophy is to create iconic, reasonless pieces where sustainability and responsibility are a natural part of the value chain.

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