Celebrating contemporary denim
Feminine, slim and with a great character. This is the essence of DAWN. They make a great product that gets under your skin and close to your heart, something you’ll love to wear every day. They represent the new kid on the block and love to play new games with a traditional material like denim. DAWN tries to melt innovative designs with comfort and quality. Their motto is: “You can’t just wish for a better world, you must go out there and create it”.
For their debut collection, the Fall-Winter 2014, they choose a range of women’s jeans, skirts and jackets with an emphasis on impeccable fit and individual character. A special innovation is the use of a Japanese denim fabric with copper coated weft threads. After washing they unfold a unique, subtle metal shine when combined with the classic indigo colour. Moreover the design concept puts patchwork and a sharp eye for detailing in the spotlight, playing with various fabric structures and indigo shades, washed for stunning effects and attitude. They adapted biker styles to natural coolness. All jackets are made from premium Italian fabric and lined with Vietnamese silk, displaying traditional weaving patterns.
DAWN is not claiming to be the perfect model of a responsible company. Not yet, at least. But they are passionate with a very clear picture in their minds. It is rooted in the willingness to take risks, our commitment to great design and working ambitiously with passion, focus and enthusiasm from early stage sketches to the final product you’ll find in-store.
According to DAWN it is possible to create the ultimate jeans without ever compromising design, quality or responsible production. They believe in a certain feeling for style, a perfect fit and always keeping an open frame of mind. Globally, yet responsibly produced jeans at an affordable price is a challenge not a contradiction. DAWN is the rise of a new way to do business and a changed approach to denim design.
Credits: Gaia Passerini