,” Hjelte further emphasized the connection of the physical and digital worlds and stated it’s a way to “bridge physical garments with digital garments.” While Hjelte and Blk Dnm CEO Toni Collin were mum about how ChromaWay’s technologies will be integrated in the fashion brand, the acquisition is expected to integrate blockchain capabilities into Blk Dnm’s strategy and products. Blk Dnm is slated to reveal details of the technology prior to its next collection’s release.
“Physically and aesthetically, it’s not doing any impact to us,” Collin said about the impact of the acquisition. “It’s still going to be the beautiful clothing that we design today and tomorrow, but it will add another layer we think, especially when it comes to the community and the way we can communicate with our fanbase so to speak. It’s adding another layer, but it’s not going to change. Blk Dnm is just going to be Blk Dnm. We’re not building two separate brands — It’s one brand.
The acquisition follows Blk Dnm’s relaunch, when the brand unveiled its new “entry luxury” positioning with the release of its women’s and men’s fall 2023 collection designed under creative director Jessy Heuvelink. Prior to the relaunch, Blk Dnm was a midmarket label. The relaunch brought on Heuvelink, a new logo, an elevated aesthetic and new retail strategy. Collin stated the brand retails in Nordstrom and Bloomingdale’s in the U.S., in addition to specialty retailers and other department stores globally.