DKNY Jeans was originally launched in 1990 to extend the offer of the highly successful DKNY ready to wear collection to a wider audience. In 2007 DKI announced a new license agreement with Club 21 which initiated an ambitious ongoing international retail expansion programme for DKNY Jeans in Europe and Asia. With 35 years of wholesale and retail business operations, Club 21, with Donna Karan International, have selectively chosen the most prestigious shopping cities in these territories in which to introduce the new DKNY Jeans stores.
The concept for these DKNY Jeans stores is taken from New York City's art gallery district. Upon entrance, the customer is presented with a strong graphic design with contrasting use of black and white, pop color shelving and accents of DKNY Jeans ' signature color, Taxicab yellow. Feature hang rails are suspended from the store's high ceilings to showcase the collection, creating DKNY Jeans' identity of a street style brand and, bringing to the store the energy and attitude of New York. There are also mobile hang rails and crates for displaying the collection, and different sized display boxes in black and yellow metals. Enhancing the DKNY Jeans brand further is an oversized glass mirrored smoked backdrop, with the brands logo in full view.
The store design will be replicated for all shop in shop concepts that are due to launch in major department stores in Europe and Asia at the end of the year. Signature pieces such as leather biker jackets and oversized knitwear emphasise the brand 's street style aesthetic and utilitarian toughness, offset with feminine pieces in fabrics such as silk and chiffon. Core jean styles in a variety of washes are accompanied by the more evolving fashion-led seasonal styles.
2008 will see further expansions with additional stores opening in Greece and Turkey, again all in keeping with the design concept that represents the DKNY Jeans brand.STORE LOCATIONS:
G/F Greenbelt 5,
Ayala Center, Makati City
R1 Level, Powerplant Mall,
Rockwell Center, Makati City
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