DNM GEN
DNM GEN redefines denim with upcycled luxury. A future-forward fashion brand that transforms discarded denim into elevated essentials.
Year
2024
Services
Branding
Client
DNM GEN
/ Concept
DNM GEN is built on the philosophy that denim should evolve—not be discarded. Blending avant-garde and staple designs with upcycled craftsmanship, the brand challenges traditional luxury by creating reconstructed denim pieces that still feels elevated and refined. This is denim, reimagined for the modern era.
/ Design
DNM GEN’s brand identity blends sophistication with edge, featuring the bold Median typeface, skewed for a dynamic, deconstructed feel. A sleek, muted palette of cool greys and deep blues reinforces a refined yet modern aesthetic. Clean layouts are disrupted with chopped, non-conforming typography, adding a bold, playful tension. The logotype, paired with a two-letter monogram, is elevated by a grey satin-finish packaging, embodying luxury, reconstruction, and next-gen fashion.
/ Process
The design process for DNM GEN began with in-depth research into denim textures, colours, and upcycling brands, identifying a gap for a bold, sleek, and innovative approach. Early explorations tested various typefaces and colour palettes, initially leaning vintage or overly simplistic. A breakthrough came by disrupting typography—breaking and reformatting text—to create visual tension while keeping the colour palette refined. Achieving cohesion was a challenge, but iterative refinements ensured a modern, structured yet experimental identity. The result is a brand that is undeniably denim, undeniably next-gen.
DNM GEN
DNM GEN redefines denim with upcycled luxury. A future-forward fashion brand that transforms discarded denim into elevated essentials.
Year
2024
Services
Branding
Client
DNM GEN
/ Concept
DNM GEN is built on the philosophy that denim should evolve—not be discarded. Blending avant-garde and staple designs with upcycled craftsmanship, the brand challenges traditional luxury by creating reconstructed denim pieces that still feels elevated and refined. This is denim, reimagined for the modern era.
/ Design
DNM GEN’s brand identity blends sophistication with edge, featuring the bold Median typeface, skewed for a dynamic, deconstructed feel. A sleek, muted palette of cool greys and deep blues reinforces a refined yet modern aesthetic. Clean layouts are disrupted with chopped, non-conforming typography, adding a bold, playful tension. The logotype, paired with a two-letter monogram, is elevated by a grey satin-finish packaging, embodying luxury, reconstruction, and next-gen fashion.
/ Process
The design process for DNM GEN began with in-depth research into denim textures, colours, and upcycling brands, identifying a gap for a bold, sleek, and innovative approach. Early explorations tested various typefaces and colour palettes, initially leaning vintage or overly simplistic. A breakthrough came by disrupting typography—breaking and reformatting text—to create visual tension while keeping the colour palette refined. Achieving cohesion was a challenge, but iterative refinements ensured a modern, structured yet experimental identity. The result is a brand that is undeniably denim, undeniably next-gen.
DNM GEN
DNM GEN redefines denim with upcycled luxury. A future-forward fashion brand that transforms discarded denim into elevated essentials.
Year
2024
Services
Branding
Client
DNM GEN
/ Concept
DNM GEN is built on the philosophy that denim should evolve—not be discarded. Blending avant-garde and staple designs with upcycled craftsmanship, the brand challenges traditional luxury by creating reconstructed denim pieces that still feels elevated and refined. This is denim, reimagined for the modern era.
/ Design
DNM GEN’s brand identity blends sophistication with edge, featuring the bold Median typeface, skewed for a dynamic, deconstructed feel. A sleek, muted palette of cool greys and deep blues reinforces a refined yet modern aesthetic. Clean layouts are disrupted with chopped, non-conforming typography, adding a bold, playful tension. The logotype, paired with a two-letter monogram, is elevated by a grey satin-finish packaging, embodying luxury, reconstruction, and next-gen fashion.
/ Process
The design process for DNM GEN began with in-depth research into denim textures, colours, and upcycling brands, identifying a gap for a bold, sleek, and innovative approach. Early explorations tested various typefaces and colour palettes, initially leaning vintage or overly simplistic. A breakthrough came by disrupting typography—breaking and reformatting text—to create visual tension while keeping the colour palette refined. Achieving cohesion was a challenge, but iterative refinements ensured a modern, structured yet experimental identity. The result is a brand that is undeniably denim, undeniably next-gen.
