18-20 February 2018, NEC Birmingham

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DML defines the season

22-Aug-2017

DML has defined denim once again with its latest s/s 18 collection. Revealed at Moda Gent to a host of loyal stockists, the brand heralded the start of spring with a collection characterised by new washes and cuts that set the scene for the season to come. 

“Our new blue-black and green cast denims have been very popular washes,” says DML’s head designer Gareth Heaton. “With the shift away from skinny fit on men’s jeans, there has been real interest in some of our new wider fits and our new Chino programme.”

DML’s ability to create cuts that sell have seen the brand increase its stockist portfolio from 50 to 250 within the past few years. Those at the helm of the brand however are insistent that its success comes not only from its own design expertise, but from the input of the retailers selling the product. 

“All feedback is valuable to us, and we always take on board the ideas brought up by our retailers, because they are the bread and butter of our brand,” says Heaton. “Being at Moda allows us to meet face-to-face with our retailers and to find out the current market vibes and any products that they feel are missing from the collection.”

Moda once again proved to be an essential meeting place for DML, with customers old and new taking the opportunity to see the brand’s latest design developments. 

“In general, customers were pleased to see that we continue to show innovation from the design through to the manufacturing process,” says Heaton. “Our strong design ethics – along with the fact that we can maintain competitive prices and a great mark up for retailers without substituting on quality – is why we have seen a 300 per cent growth over the last three seasons alone.”

Following a successful season, DML is now turning its attention to a/w 18, and the cuts and washes set to define the look of next autumn. 

“At the moment a/w 18 is still underwraps, but we have some exciting new concepts coming soon,” says Heaton. “We are always looking for new and exciting trends, and we are not scared to try out new techniques, washes and fabrics.”

Catch up with DML here, and see the brand back at Moda Gent on 18-20 February next year. 
 

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