Last week the Denim Therapy team went to check out the d.brand preview (we introduced you to d.brand back during PROJECT show this past summer), to get an up-close look at the collection and celebrate their NY launch. The line is a super wearable, comfortable, chic take on streetwear with an emphasis on denim. We browsed racks of on-trend separates and pop-color basics like their range of saturated colored denim, contrast pocket t’s, heritage sports jackets, and urban loungewear. We obsessed over the drop-crotch jeans and comfy cardigans, all emblazoned with this fresh new brand’s trademark logo. Check out our photos, video, and interview below!
We also had the chance to do a quick Q&A with Bobby Persson, co-owner of Gunbar, who’ve linked up with d.brand as official sponsor to get his POV on the line. Here’s what he had to say…
Denim Therapy: So tell us about this partnership.
Bobby Persson: Well, we have a collaboration with d.brand where they sponsor us for clothes (for the bar staff) and we’re their official destination for events, parties, and other ways to promote the brand.
DT: What about d.brand appealed to you?
BP: The initial connection was obviously that I’m Swedish… and I was approached by a friend who told me about the brand. We came up to the showroom and were introduced to the product. I found the clothing suited our nightclub very well, and the image we were trying to portray. So, it was kind of an instant bond and we all felt we could boost off of each other’s image.
DT: So aesthetically, what do you like about the clothes?
BP: First of all, I must be really honest with you… just looking at the clothes on the rack, the first impression was “kind of plain”. But when I wore them myself, and tried them on, I instantly understood why this brand is so successful. It’s really about the fit. The simplicity of the designs grows on you as soon as you put them on. These are basics that you will really love and wear. You know, there are skinny jeans that aren’t so skinny the crotch doesn’t fit, the jackets are perfect… And yet there’s still some edge to the design if you really look at the details.
DT: Cool. And finally, tell us about Gunbar!
BP: Gunbar opened up three months ago—it’s a nightclub in the meatpacking district, where we try to basically reinvent the old meatpacking district. The dirty, the gritty elements… but still maintaining the exclusivity of that neighborhood. We opened what I call an “upscale divebar”.
We have an on-site tattoo parlor. The music theme is not anywhere near what most of the nightclubs play in that neighborhood. It’s a rock’n'roll, ’80s throwback dance party kind of bar. We’re also not really promoting the pretentious scene that’s been there for some time. We’re trying to create just a good party for the people who travel down there to that neighborhood and don’t have anywhere to go because they just don’t fit the criterea for all of these other clubs. That’s what Gunbar’s about.
DT: Sounds awesome—thanks Bobby!
Visit d.brand online and on facebook to stay up to date, and stay tuned for photos from the d.brand launch party at Gunbar!
—Michelle Christina Larsen
Tags: colored denim, d.brand, drop crotch jeans, press preview, sportswear, sweden, swedish brand, swedish denim company
Here’s the play by play of the Our Legacy spring/summer 2011 campaign: Man marches down the street topless. Man eats Chinese food in double denim. Man hangs on gate exposing mid-section. Man stops bus with bare hands. Man gets topless again. Man holds up extremely clean shirt. Man stops s truck with bare hands, in double denim. Finally, man wears a suit and listens to headphones with bare feet.
Is this a non-stop stream of visual metaphores for society, or just a fun campaign? We’ll let you decide.
Images via Selecticism.
—Michelle Christina Larsen
Tags: Denim Menswear, Denim On Denim, double denim, men's fashion, menswear, our legacy, spring summer 2011 campaign, swedish brand