NEW YORK, Aug. 30, 2021 /PRNewswire/ -- DKNY has played
with digital innovation and modern design for over 30 years. From
becoming one of the first fashion brands to utilize e-commerce in
the late 90s, to the viral DKNY PR Twitter account, and the
creation of several style-focused mobile apps, it is only natural
for DKNY to move beyond the bounds of the physical world and into a
purely digital space for the launch of its new brand logo as a
non-fungible token (NFT). To highlight the launch, DKNY will
auction its very first NFT featuring the new logo to benefit the
American Nurses Foundation and along with it—a fashion industry
first—the opportunity to own a piece of one-of-a-kind iconography
from one of the world's most globally recognized brands.
This new logo is inspired by the brand's iconic mural that lived
for over a decade on Houston Street in New York City and captures 'the City that
Never Sleeps' in all of its fast-paced glory using the power of
artificial intelligence. Within this original work, the city's
instantly recognizable landmarks come alive at exhilarating and
dizzying speed alongside a soundscape of news reports, nostalgic
radio voiceovers, and testimonials on what makes New York City the center of the universe.
Whether it's a walk through the mesmerizing lights of Times
Square, a bike ride down a busy avenue, or a jog through the East
River Greenway, the city and its people are always in perpetual
motion and are often a blur for those standing still. The DKNY logo
NFT is a tribute to this fast-moving spirit and the brand's
hometown—a place that continues to provide unlimited inspiration
and potential.
"We are excited for DKNY to launch our new
logo through this art form. The digital art highlights the brand's
strong bond with New York City in
a way that is uniquely our own and pushes the brand into this
digital space with our first NFT."
— Jeffrey Goldfarb, Executive Vice President of
G-III Apparel Group, parent company of DKNY
The NFT was created in partnership with Paris-based art
collective Obvious, the same group of artists behind the first ever
A.I.-generated artwork sold at a major auction house. Obvious has
been ahead of the curve within the digital art and NFT revolution,
working with the latest models of deep learning to explore the
creative potential of artificial intelligence.
"To us, A.I. offers a new way to create. This
is true not only in art, but in every creative process. These
algorithms are offering a new source of inspiration for creatives,
and we believe they can lead to entirely new aesthetics within the
realm of design.
"We always wanted to bring our work through
the medium of digital art to a fashion brand, and we could not
think of a better partner than DKNY—an iconic brand that
encompasses our connection to New York
City, its diversity and its constant energy of moving
forward."
— Pierre Fautrel, Hugo Caselles-Dupré,
Gauthier Vernier: Obvious
The auction will be hosted exclusively on Rad, a pioneering NFT
marketplace from the groundbreaking entertainment and blockchain
technology company, Little Star, whose partners include brands such
as Disney, Sony, Complex, and Showtime, among others. Built on the
Ethereum blockchain, Rad's "DKNY Logo" auction page will allow
prospective bidders and curious viewers the opportunity to preview
the logo NFT before the virtual auction hammer closes the
bidding.
"NFT's have shifted the way we think about
digital content and its use cases from art to film and so much
more. We are honored that DKNY, a storied brand in American
fashion, chose Rad as its auction partner. Their boldness to push
the boundaries of what a NFT can be with their new logo is in
complete alignment with our desire to be a groundbreaking
marketplace for digital goods."
— Vanessa Kincaid, Chief Brand Officer, Rad
While the NFT auction circuit has captivated the world with
record-setting prices and overnight success stories, DKNY will use
this once-in-a-lifetime moment to give back. 100% of the auction's
net proceeds will be donated to The American Nurses Foundation
Coronavirus Response Fund for Nurses. This program established in
the Spring of 2020 has provided millions in direct financial relief
to front-line nurses. The Fund continues to operate in 2021 as it
focuses on providing crucial mental health and well-being resources
to nurses in need.
"Throughout the pandemic, nurses have been on
the frontlines providing care to those affected by COVID-19 and
staying resolute and resilient even during the toughest of days.
DKNY is honored to support the American Nurses
Foundation."
— Jeffrey
Goldfarb, Executive Vice President of G-III Apparel Group,
parent company of DKNY
For over 30 years, DKNY has embodied an individualist and
community spirit with a collective message of "let's make it ours."
Combined with the brand's commitment to technological innovation
and experimentation, the DKNY NFT auction invites you to "make it
yours."
The auction will open on September 1,
2021 at dkny.rad.live. The DKNY logo will appear on DKNY
brand creative, ready-to-wear, and accessories beginning on
September 8, 2021.
ABOUT G-III APPAREL GROUP, LTD. (NasdaqGS: GIII)
G-III designs, sources and markets apparel and accessories under
owned, licensed and private label brands. G-III's substantial
portfolio of more than 30 licensed and proprietary brands is
anchored by five global power brands: DKNY, Donna Karan, Calvin
Klein, Tommy Hilfiger and
Karl Lagerfeld Paris. G-III's owned
brands include DKNY, Donna Karan, Vilebrequin, G.H. Bass, Eliza J,
Jessica Howard, Andrew Marc and Marc New York. G-III has fashion
licenses under the Calvin Klein, Tommy
Hilfiger, Karl Lagerfeld
Paris, Kenneth Cole,
Cole Haan, Guess?, Vince Camuto, Levi's and Dockers brands. Through
its team sports business, G-III has licenses with the National
Football League, National Basketball Association, Major League
Baseball, National Hockey League and over 150 U.S. colleges and
universities. G-III also distributes directly to consumers through
its DKNY, Karl Lagerfeld Paris and
Vilebrequin stores and its digital channels for the DKNY, Donna
Karan, Vilebrequin, Karl Lagerfeld
Paris, Andrew Marc, Wilsons
Leather and G.H. Bass brands.
ABOUT RAD
Rad is redefining the global streaming for
the modern era with NFTs, on-demand, live events, and TV featuring
the biggest content creators and studios in the world; all powered
by future foundational technologies like blockchain and XR.
To learn more, visit rad.live.
ABOUT THE AMERICAN NURSES FOUNDATION
The American
Nurses Foundation is the charitable and philanthropic arm of the
American Nurses Association (ANA), with the mission to transform
the nation's health through the power of nursing. The Foundation
supports research, education, and scholarships, which improve
health, wellness, and patient care.
For more information visit www.nursingworld.org/foundation
FOR MEDIA INQUIRIES, PLEASE CONTACT DKNY@DERRIS.COM
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SOURCE DKNY