The World’s First e-Only Clothing Line

Tonight, amply bearded Swedish designer Johan Lindeberg is celebrating the launch of BLK DNM, the world’s first (and surprisingly overdue) fashion line available exclusively by download. Rather than trudge home with heavy and possibly unseemly shopping bags, try on clothes in the “Galleri,” observe the on-site designers as they stitch and cut your futuristic duds, and punch in your order at one of the ipad stations dotting the Wooster Street space.

“I wanted BLK DNM to be available for download,” Lindberg told BlackBook’s Cayte Grieve earlier this month. “The stores are like educational centers for the consumer.” There’s also a Gazette (edition one coming soon), a Facebook “Collective,” and individual garments that are highlighted like internet memes (“a new blazer for women”). I can’t help but wonder if downloading clothes will somewhat take the thrill out of the chase, but there seems to be something undeniably smart – something Scandinavian – about the digital migration. If nothing else, it’s tapping a trend that privileges immediacy – the lag time between shows and availability is tidily skirted with this virtual model – over exclusivity.

For tonight’s launch, a short film directed by Martin de Thurah will be screened. Witness the future of retail now; after party at the Boom Boom Room.

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