BLK DNM is a creative project by Johan Lindeberg, launched from downtown NYC in 2011. The brand's product and culture reflect his true intuition, taste and lifestyle. Lindeberg says, “I want to build a brand with a voice, to build the BLK DNM culture through images and to work contrarian to certain industry standards, using streets as the runway, creating content with some depth.” The core includes perfected classics with attitude, in denim, leather and tailoring. Accessories include perfume, silk scarves and sunglasses. The product is a reflection of the BLK DNM culture. The brand is built around themes like strong, independent women; New York grunge meets Paris chic; consciousness; energy and nerve; self expression and art.