On Friday, September 9th, 2011, Meatpacking’s punk-chic lounge GunBar was overrun by statuesque blonds as Swedish fashion staple d.brand celebrated their expansion into the North American market. A well-established lifestyle brand in Sweden for 5 years, the line includes denim, sportswear, outerwear, and fragrance divisions.
CEO Per Magnusson and co-founder Folke Engholm feted their expansion into the popular TOPMAN clothing chain offshoot from London. Web editors from Harper’s Bazaar and other guests enjoyed the 80s and 90s pop rock musical stylings of resident DJ Martial and recharged throughout the evening with signature Absolut Vodka d.brand lemonades. GunBar staff served as models for the evening, decked out in the line’s track jackets, outerwear, and fine denim.
d.brand denim was developed as an alternative to the numerous overpriced designer jeans flooding store shelves. The company prides themselves on exclusivity, denim, and affordability and is the functional chic that one would expect from a Scandinavian clothing line. Their sports division enjoys popular success as the official brand of the Stockholm Open tennis tournament in 2009 and 2010, as well as well as one of Sweden’s largest club golf sections. Next, d.brand will be launching their fragrance line.
It is unknown if and when further North American expansion (including their women’s line) will occur. It seems their motto “Look Good. Feel Good. d.brand” will only apply to the gents for the foreseeable future.