HARVEY MOSCOT AND JOHAN LINDEBERG
"I think when building a brand, sunglasses are the core ingredients," Johan Lindeberg said last night at the preview of the BLK DNM eyewear collaboration with Moscot. Held at the new BLK DNM shop on Lafayette Street, guests including Dree Hemingway, Nate Lowman, Anabelle Dexter-Jones, and Charlotte Ronson stopped by to take a peek at the three unisex styles. Finding the perfect pair of sunglasses is a feat, contingent on personal taste and the shape of one's face. However, the unanimous opinion among the crowd was that these sunglasses—shown off very very chicly by the waiters and door girls—actually looked remarkable on every single person.
"I had a very specific idea of how I wanted them to look. I didn't want them to be too preppy. I didn't want them to be too attitude-y. I just wanted them to be natural, with a natural attitude. Everything I do with BLK DNM are things that I love. So I just tried to use my inspiration and taste and do things I want to wear and people around the world want to wear," Lindeberg explained. Having helmed Diesel, J. Lindeberg and William Rast, Lindeberg is an expert of creating incredibly successful brands, and it's exciting to watch his moves with BLK DNM.
Large black-and-white photos displayed among the walls of the shop and flashed from a projector. When asked about the stories behind the images, Lindeberg said, "I always felt like we didn't document the process of building the brand and I always regret it afterwards. I decided from the beginning I wanted to do everything documentary. Every second we are building a brand. I just wanted to do documentary-style photos. Everything we do is black and white, very real somewhat. I don't want it to be staged or posed, I want it to be very real."
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