Fashion group Kellwood has agreed a deal that will see the Swedish fashion designer Johan Lindeberg as creative director of BLK DNM, a New York-based denim brand to launch in the US and Europe in February 2011.

Lindeberg began his career in denim as the international marketing director for Diesel and left in 1995 to create his eponymous lifestyle brand, J.Lindeberg, in 1996. Following his departure from his namesake label in 2007, Lindeberg became creative director for Justin Timberlake’s William Rast brand for over two years.

BLK DNM’s non-seasonal product range will start with 60 items (denim and non-denim) for women and men. The product range will be updated regularly throughout the year allowing for constant injections of newness into the line.

The company said that distribution and accessibility of the line will be based largely on an e-commerce platform serving as the main point of sale with no traditional wholesale accounts. BLK DNM will also open a flagship space in downtown New York with plans for additional domestic and international stores.

“This business concept offers a new generation of customers immediate access to product, while liberating the brand from untenable production and delivery schedules,” Kellwood claimed.

“Right now we’re experiencing a transitional phase in the global denim market,” noted Michael Kramer, CEO and president of Kellwood. “Now is the time to capitalise on the movement.”

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“BLK DNM has been on my mind for a long time but I still needed to find the right partner to get this very personal project off the ground. In Kellwood, I have found the perfect compliment I was looking for and together we intend to build this into a global brand inspired by the city I have made my home,” added Lindeberg.