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DNS x DJMAG FEATURE ® 2022

DNS x DJMAG FEATURE ® 2022

The brainchild of three London school friends, clothing brand DONOTSUBVERGE was born from a desire to, in their own words, “create a fashion brand that is subliminally associated with music, particularly the underground scene, by bringing together a community with meaningful connections built on a culture of rule-breaking attitudes and behaviours.”

“We’re becoming more aware of the deeper significance that DNS’s core values have in today’s society,” DNS tells DJ Mag. “There is a growing reluctancy to go against the grain and challenge the expectations that modern society places on us. We want to encourage our people to question norms and live with a new sense of authenticity — independent from external influences or perceptions.” All of DNS’s collections and capsules are inspired by society. The recent Liberty collection, curated post-lockdown, explored the fantasy of a utopian world after the pandemic. 

DNS are also focused on the strategy for future drops. “Pop-up and new collection launch events are going to form a big part of our future,” they say. “We don’t want to be another faceless brand, we want to bring our community together at events that reward our loyal supporters. 

“Imagine intimate afters vibes, where like-minded people can come together to build connections, have a good time and check out our latest collections.”

Read more at: https://djmag.com/features/fashion-brand-focus-donotsubverge 

 


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