Designer Johan Lindeberg Launches New Contemporary Luxury Brand 'BLK DNM' Online Only

BLK DNM Opens with Innovative Online Flagship Store BLKDNM.com

NEW YORK, February 22, 2011 - Coming on the heels of NY Fashion Week, designer and fashion industry
veteran, Johan Lindeberg, has announced his latest venture with the launch of
his new label BLK DNM. The launch of BLKDNM.com was celebrated with an
exclusive premiere of Film 1 directed by Martin De Thurah.

(Photo: photos.prnewswire.com/prnh/20110222/CG51774)

Lindeberg designed BLK DNM for a new generation of independent consumers,
therefore establishing the brand's flagship store online. His innovative
approach allows consumers to bypass retailers and purchase directly from the
brand, providing consumers a clear 30%-40% price advantage by cutting out
wholesale entirely.

BLK DNM cements itself as a digital native by housing and presenting
shoppers with a rare retail experience with interactive video content. BLK
DNM's significant presence in the digital world creates an online community
that becomes a part of the brand and engages consumers through unique social
media initiatives.

"We are in the midst of a new era of fashion, where consumers are much
savvier and we as designers must cater to the more conscious consumer," said
BLK DNM Creative Director Johan Lindeberg. "BLK DNM was created with the
consumer in mind, from how we bring our collection to them through our online
interactive flagship store, to the fit and the detailing of our pieces."

Setting BLK DNM apart from most fashion labels, the brand defies the
convention of releasing collections in seasons and offers a constant
interjection of new pieces throughout the year. The women and men's
collection features a modern take on classic denim, leather, outerwear,
knitwear, and tailoring designed with rich fabrics including leathers,
twills, cottons, wool and cashmere. BLK DNM maintains an understated yet
sophisticated color palette including bottle green, military green, charcoal
gray, navy blue, white and black.

Key pieces from the women's collection include fitted jeans, fine leather
jackets, silk military shirts with epaulettes, tailored two-button wool
gabardine blazers, military twill jackets, tailored front slit pocket pants,
staple melange t-shirts and tanks, cashmere cardigans with leather elbow
patches, and a full length skirt with a fluid fishtail train. The men's
collection is marked by downtown classic pieces such as a leather biker and a
pilot jacket, two-button pinstripe suiting blazer, tailored wool suiting
pants, long-sleeved poplin dress shirts, dropped round neck cashmere
sweaters, tanks and v-neck t-shirts and five pocket straight leg jeans.

The collection's price points range from $29.00 for tanks and t-shirts
and approximately $129.00 and $149.00 for jeans, to $2,295 for a luxurious
suede shearling wool cape. BLK DNM offers free shipping from its online store
within the US and free returns for one year from the point of purchase.

This spring, BLK DNM is set to open its first store, GALLERI 1, in
downtown New York. GALLERI 1 is infused with digital retail innovation that
allows a seamless dynamic with eCommerce, where customers can purchase pieces
in store, or have it shipped home (worldwide) instantly through an in-store
online purchase. GALLERI 1 will be located at 140 Grand Street, New York.

ABOUT JOHAN LINDEBERG

The founder and creative director of BLK DNM, Lindeberg has longstanding
experience in building international brands. He served as the CEO for North
America and Marketing Director of Diesel during his tenure with the brand
from 1990-1996. Upon his exit, Mr. Lindeberg founded J. Lindeberg in 1996 and
served as Creative Director until 2007. Johan then served as Creative
Director for menswear at William Rast from 2007-2009. In addition to his
other projects, from 2007-2010 he devised branding strategies for major
lifestyle brands under PARIS68.

Press Contact: Max Vallot - max@blkdnm.com

Max Vallot of BLK DNM, max at blkdnm.com