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DNK (brand)

From Wikipedia, the free encyclopedia
DNK Russia
Company typeprivate company
IndustryClothes production
FounderAnna Alekseeva, Olga Kovalenko
Headquarters
Rostov on Don
,
Russia
Area served
Russia
Websitednk-russia.com

DNK Russia — is a Russian designer brand of family clothing and accessories production, founded by sisters Anna Alekseeva and Olga Kovalenko (both before marriages — Nichkova).[1]

Activity

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In 2015, Anna Nichkova and Olga Nichkova began sewing baby clothes for their own newborn children according to their sketches. On summer of 2015, the first batch of children's clothing was sold using Instagram.

In 2016, a warehouse for clothes was opened. A year later, the sisters signed a contract with a sewing company, but the received batch turned out to be defective. This incident was the reason for the opening of there sewing workshop. In the fall of 2017, the official website of the company was launched.[2]

In 2018, they attracted the attention of the public with a project when models, children, singers, artists, star children, people with disabilities came to the same podium at the Moscow Fashion Week show.[3]

In 2020, as part of the #myplace campaign, 2 thousand hygienic masks were sewn for volunteers and the elderly people.[4][5][6]

On October 3, filming of the Cinema Fashion project "Another Reality" took place, where a show of various clothing brands was presented, including DNK.[7][8]

And also DNK is an eco—friendly brand. They abandoned polyethylene for packaging, replacing it with a convenient and practical alternative — a shopping bag.[9] And they continue to develop new packaging for deliveries that will meet all environmental requirements

Name

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In 2015, when selling the first batch, the brand was named D&N Kids, since the Dom & Nica trademark was registered to Anna's husband. Later, the brand was renamed DNK Kids, then DNK Russia, as it is today.

Impressions

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Awards

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  • 2017 — Kids Fashion Awards in the category "Breakthrough of the Year"[18][19]
  • 2019 — Kids Fashion Awards
  • 2020 — the Book of Records of Russia in the category "The largest number of children who demonstrated clothes of one brand on video in Russia".[20][21]
  • 2020 — record holder Instagram 2020 in the nomination of the most successful "Russian top bloggers".[22]
  • 2021 — the book of records of Russia in the category "The largest number of participants in the fashion show of one brand (online)"[23]

Advertising campaigns

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  • 500 raincoats for the program "Heads and tails" on TV channel "Friday!"
  • 30 sets of the collection "Alice in Wonderland", "Hippie" with Simona Yunusova[24][17]
  • children's clothing together with Black Star and Anastasia Reshetova[25][26]
  • collection of sweatshirts with images of Soviet cartoon characters from Soyuzmultfilm and Smeshariki[27]
  • DNK&AlexSparrow By Alexey Vorobyov
  • Instagram promotion by Marie Kraymbreri, Velvet Musiс and Natalia Zubareva
  • merch for Love Radio[28]

Products

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At launch, only children's clothing was created: overalls, "kids" and hats. By the end of 2015, children's T-shirts and hoodies were added. In 2017, the range includes children's tracksuits. In October 2017, a trial batch of dresses for daughters and mothers was released. Then clothes for the whole family began to be created.[2][29][30] In 2021, the collection "DNK&SMESHARIKI" was created, which consists of T-shirts, sweatshirts, trousers, leggings and suits.[31][32] The line is designed not only for children and teenagers, but also for adults.[33]

Implementation

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References

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  1. ^ "DNK - Fashion Week in Moscow". Archived from the original on 2021-04-12. Retrieved 2022-12-30.
  2. ^ a b "How two sisters came up with clothes for which there is no shame, and now they are releasing collections with Soyuzmultfilm and Тимати". Forbes.ru (in Russian). Archived from the original on 2021-01-27. Retrieved 2021-01-07.
  3. ^ "" I would like to work with Vodianova, Gucci, Milokhin": how DNK designers went from a hobby to a successful brand". www.woman.ru (in Russian). Archived from the original on 2021-09-13. Retrieved 2021-09-13.
  4. ^ "The Russian design brand DNK handed over 2 thousand rubles to Rostov volunteers. masks | Press releases on РБК+". РБК. Archived from the original on 2020-08-08. Retrieved 2021-01-07.
  5. ^ "Russians have donated more than ₽1 billion to the fight against коронавирусом". РБК (in Russian). Archived from the original on 2020-12-17. Retrieved 2021-01-07.
  6. ^ "Rostov volunteers will be given two thousand масок". 161.ru (in Russian). 2020-04-07. Archived from the original on 2021-01-09. Retrieved 2021-01-07.
  7. ^ "Cinema Fashion: filming of the project "Other reality" will be held in October in Moscow - News - RIA News Agency МОДА". riamoda.ru. Archived from the original on 2021-01-11. Retrieved 2021-01-07.
  8. ^ "The filming of the Cinema Fashion: "Another Reality" fashion project took place in Moscow. Latest Moscow news on Russia24.pro/website=russia24.pro/accessdate=2021-01-07/archive-date=2021-01-09/archive-url=https://web.archive.org/web/20210109093045/https://russia24.pro/moscow/261064798".
  9. ^ "Fashion in our DNA: an interview with the founders of a global clothing brand from Ростова". www.yapokupayu.ru (in Russian). Archived from the original on 2021-09-13. Retrieved 2021-09-13.
  10. ^ "DNK SS20 at Moscow Fashion Week". Рамблер/женский (in Russian). Archived from the original on 2020-08-11. Retrieved 2021-01-07.
  11. ^ "Moscow Fashion Week: the main trends of the spring-summer 2019 season". EG.RU (in Russian). Retrieved 2021-01-07.
  12. ^ "How was Fashion Week in Moscow: the brightest shows". Antenna Daily (in Russian). 2018-10-30. Archived from the original on 2020-01-08. Retrieved 2021-01-07.
  13. ^ "The 16th season of Belarus Fashion Week has ended" (in Russian).
  14. ^ "Kids' Fashion Days Belarus Fashion Week: Danae Salon, Crystal nymph, Kids' Podium, Leya.me, Marcelino Kids, Polina Golub, Mugako, Dolce Vita, Navy kids', Stilnyashka, Margo Style, Gera Skandal, DNK Kids". www.bfw.by (in Russian). Archived from the original on 2021-05-11. Retrieved 2021-01-07.
  15. ^ "DNK - not a childishly powerful brand, clothes for little ones with a hardcore "DNK"". WORLD PODIUM (in Russian). Archived from the original on 2020-07-27. Retrieved 2021-01-07.
  16. ^ ""Crimean Fashion Week": in Yalta, a celebration of beauty and грации". crimea.mk.ru (in Russian). Archived from the original on 2021-01-10. Retrieved 2021-01-07.
  17. ^ a b "Caspian Fashion Week expanded географию". profashion.ru (in Russian). Archived from the original on 2021-01-10. Retrieved 2021-01-07.
  18. ^ "DNK Russia spring-summer 2019". modanews.ru (in Russian). Archived from the original on 2018-12-01. Retrieved 2021-01-07.
  19. ^ "Moscow Fashion Week: DNK Russia spring-summer collection 2019". www.fashiontime.ru (in Russian). Archived from the original on 2021-03-06. Retrieved 2021-01-07.
  20. ^ "The first award ceremony of Instagram record holders in Russia — Life24". life-24.com (in Russian). Archived from the original on 2021-05-14. Retrieved 2021-01-07.
  21. ^ "Instagram 2020 Record Holders". hbrussia.ru (in Russian). Archived from the original on 2021-01-28. Retrieved 2021-01-07.
  22. ^ "The first award ceremony of Instagram record holders in Russia". Archived from the original on 2021-01-21. Retrieved 2021-02-28.
  23. ^ "The largest number of participants in the fashion show of one brand (online) | Register of Records of Russia". reestrrekordov.ru (in Russian). 2021-12-26. Retrieved 2022-03-23.
  24. ^ "Timati's five-year-old daughter took to the podium for the first time". Cosmopolitan. Retrieved 2021-01-07.
  25. ^ "Anastasia Reshetova has released a collection of clothes for детей". Cosmo (in Russian). 2019-10-22. Archived from the original on 2020-11-27. Retrieved 2021-01-07.
  26. ^ "BSW & DNK collection in Black Star online store Wear". blackstarwear.ru. Archived from the original on 2020-07-27. Retrieved 2021-01-07.
  27. ^ "DNK brand has released a collection of clothes with "Smeshariki"". licensingrussia.ru/accessdate=2021-01-07 (in Russian).
  28. ^ "LOVE Radio News: Do you want a cool merch from Love Radio and DNK Russia?". www.loveradio.ru. Archived from the original on 2021-01-09. Retrieved 2021-01-07.
  29. ^ "When are you a mom now: Anastasia Reshetova has released a collection of clothes for детей". PEOPLETALK (in Russian). 2019-10-22. Archived from the original on 2021-06-17. Retrieved 2021-01-07.
  30. ^ Denis Piskarev (2019-07-01). "From Yakutsk to Yerevan: what opened under the franchise in June". buybrand.ru. Retrieved 2021-01-07.
  31. ^ "Russian brand DNK has released a second collection with cartoon characters "Smeshariki"". riamoda.ru. Archived from the original on 2021-09-13. Retrieved 2021-09-13.
  32. ^ "547 days to create clothes that are cooler than superhero costumes. News24.pro — latest news 24/7 in Russian (News 24 in life style)". news24.pro. Archived from the original on 2021-09-13. Retrieved 2021-09-13.
  33. ^ Natalia Popova (2021-08-20). "Russian brand DNK presented a collection with cartoon characters "Smeshariki"". FashionUnited (in Russian). Archived from the original on 2021-09-13. Retrieved 2021-09-13.
  34. ^ "Official website" (in Russian). Archived from the original on 2021-01-23. Retrieved 2021-02-10.
  35. ^ "Forbes magazine wrote about two former Omsk businesswomen". omskregion.info/accessdate=2021-01-07.
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