DAN NONG: China's Premier Luxury Fashion House

DAN NONG

A Rising Brand Capturing Attention in Art and Fashion

The first store outside of China for the fashion brand "DAN NONG" (ダンノン), originating from China, has opened in Minami-Aoyama, Tokyo.

Text by Kosaku WASEDA (OPENERS)

The fashion brand "DAN NONG" (ダンノン) was launched in 2013 by Chinese designer DN.

Initially, DN created bespoke clothing for himself and his artist friends. Word of mouth spread among people in the art world, eventually leading to the launch of his own fashion brand.

DAN NONG: China's Premier Luxury Fashion House

At the brand's inception, DN established a design team with friends who shared his design philosophy. This team is responsible for the design of all DAN NONG items.

Designs rooted in Eastern philosophy and culture, meticulously chosen materials, and engagement with the art scene have garnered strong support from discerning individuals. The brand operates 110 directly managed stores across China, primarily in major cities like Beijing, Shanghai, and Guangzhou.

In October 2020, the first overseas store outside of China grand-opened in Minami-Aoyama, Tokyo.

With the theme of "Modern Classics," the high-quality items designed for longevity are likely to resonate with Japanese sensibilities.

The brand also emphasizes material selection, blending fine materials from various regions, including high-quality Chinese silk and cashmere, in perfect harmony to achieve a superior finish.

Notably, Japanese materials constitute nearly 60% of all materials used. Fabrics woven with washi paper, and traditional Japanese dyeing techniques such as Chusen, Arimatsu Shibori, and Kagozome are incorporated.

Concurrently, cutting-edge processing technologies are integrated. Soft-touch polyester from Japanese textile companies and triacetate developed with proprietary techniques further enhance DAN NONG's creativity.

Furthermore, a strong connection with art and culture is another defining characteristic.

For each seasonal collection, visual works are created in collaboration with photographers and presented through "Flowing Photography Exhibitions" on LCD displays in each store across China. The image above features the CG artwork "Black Waves" by teamLab, displayed at the Aoyama store. Also exhibited within the store is "Digital Landscape" by Yang Yongliang, known for his fusion of Eastern art and digital technology.

This project, initiated at the brand's founding, supports outstanding photographers and their works of art photography with strong authorial voices. We look forward to future exhibitions at the Aoyama store.

DAN NONG Aoyama Store