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NEW YORK — Johan Lindeberg has joined Kellwood Co. as creative director of Blk Dnm (pronounced Black Denim), a new denim brand that will launch in the U.S. and Europe in February.
Lindeberg previously was international marketing director of Diesel and left in 1995 to create his eponymous lifestyle brand, J. Lindeberg, the following year. After he left his namesake label in 2007, Lindeberg became creative director of Justin Timberlake’s William Rast brand for two years.
His new venture, Blk Dnm, features a European design aesthetic, inspired by the culture of New York’s downtown community. The women’s and men’s line will launch with 60 items both denim and nondenim. It will be updated regularly throughout the year, injecting newness into the offerings. The line won’t be available at wholesale accounts, but rather through e-commerce at blkdnm.com, beginning in February. Price points haven’t been set yet. Blk Dnm also plans to open a flagship in downtown New York the same month, with additional domestic and international stores being sought. This business concept is expected to offer customers immediate access to product, without production and delivery schedules to worry about.
“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,” said Lindeberg.
“Right now we’re experiencing a transitional phase in the global denim market,” added Michael Kramer, chief executive officer and president of Kellwood. “Now is the time to capitalize on the movement.”
Separately, Lindeberg and his wife, Marcella, launched a women’s and men’s designer collection called Paris 68 for fall at retail. It is produced mostly in Italy, and includes quilted jackets, gauzy leggings, cocktail dresses, skinny trousers, delicate blouses and fur coats.