Blk Dnm is entering a new stage of its business with a rebrand that repositions the denim and sportswear label as an “entry-luxury” brand. 

The Swedish-American brand, which is pronounced “Black Denim,” said Thursday it is rebranding to bring the previously midmarket label into the entry-luxury category with a new logo, elevated aesthetic and retail strategy. The rebrand is being helmed by creative director Jessy Heuvelink, who joined the label last March. 

“Blk Dnm has an excellent international reputation and a distinctive identity, but was in need of a new design direction to become more modern and relevant,” said Blk Dnm chief executive officer Toni Collin. “Under Jessy’s creative leadership, through his new collections and through the rebrand and new logo, Blk Dnm becomes elevated and more sophisticated, and returns to our core pillars of tailoring, leather and denim.”

The rebrand starts with Blk Dnm’s fall 2023 men’s and women’s collections, which take inspiration from the original brand by elevating its core styles with higher quality fabrics and more of a focus on tailoring.

“With the repositioning of the brand, we’re touching more upon the entry-luxury level, but we’re not raising the prices for the sake of it,” explained Heuvelink, who previously had design stints at Christian Lacroix, J. Lindeberg and Adidas. “We are putting so much more attention into using the best fabrics and making sure the…