Blk Dnm is entering a recent stage of its relaunch with an acquisition.

The Swedish American fashion label, which relaunched in February as a luxury label, has been acquired by blockchain technology company ChromaWay. Terms of the deal, which involves full ownership, weren’t disclosed. 

That is ChromaWay’s first acquisition in the style industry. The corporate, which was founded in 2014, develops and works with blockchain technology platforms.

“We share that we have the desire to make something that is totally recent in the marketplace,” said Henrik Hjelte, chief executive officer and cofounder of ChromaWay. “I feel that fashion is an industry where you’ll be able to invent quite lots so we desired to check out this idea to breach the digital world and the physical world and that’s this idea of connected fashion that we’re now working with Blk Dnm on. So as to innovate quite lots on this sector, I feel it may be strategic for us to really have a majority ownership in an organization and have the opportunity to grow fast.” 

On the concept of “connected fashion,” Hjelte further emphasized the connection of the physical and digital worlds and stated it’s a strategy to “bridge physical garments with digital garments.” 

While Hjelte and Blk Dnm CEO Toni Collin were mum about how ChromaWay’s technologies might be integrated in the style brand, the acquisition is anticipated to integrate blockchain capabilities into Blk Dnm’s strategy and products. Blk Dnm is slated to disclose details of the technology prior to its next collection’s release. 

“Physically and aesthetically, it’s not doing any impact to us,” Collin said concerning the impact of the acquisition. “It’s still going to be the gorgeous clothing that we design today and tomorrow, but it is going to add one other layer we predict, especially with regards to the community and the best way we will communicate with our fanbase so to talk. It’s adding one other layer, nevertheless it’s not going to alter. Blk Dnm is just going to be Blk Dnm. We’re not constructing two separate brands — It’s one brand.” 

The acquisition follows Blk Dnm’s relaunch, when the brand unveiled its recent “entry luxury” positioning with the discharge of its women’s and men’s fall 2023 collection designed under creative director Jessy Heuvelink. 

Prior to the relaunch, Blk Dnm was a midmarket label. The relaunch brought on Heuvelink, a recent logo, an elevated aesthetic and recent retail strategy. Collin stated the brand retails in Nordstrom and Bloomingdale’s within the U.S., along with specialty retailers and other shops globally.