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DNM GEN is a sustainable denim brand that redefines the future of fashion. Built on the principles of upcycling, the label rescues forgotten denim and gives it a new beginning, combining sustainability with modern design. The brand values ​​authenticity and functionality, offering pieces that not only have a distinctive aesthetic, but also generate a positive impact on the environment.

Its manufacturing process involves a 95% reduction in water consumption and an 100% reduction in the use of chemicals, in addition to completely eliminating the use of chlorine in the treatment of the pieces. The washing of the fabrics uses air from the atmosphere itself and employs ozone in the process, drastically reducing waste and pollution.

The brand's visual identity reflects its innovative approach through a color palette that balances nostalgia and timelessness, referring to renewal and reuse, while neutral tones reinforce the sophistication of sustainable denim. Complementing this concept, the Coolvetica and Nimbus Sans fonts visually convey DNM GEN’s purpose: the former, with its retro 70s style, evokes authenticity and reinterpretation, while the latter, modern and minimalist, conveys clarity and functionality. Together, these typographic choices create a balance between classic and contemporary, reinforcing the brand’s sustainable and innovative identity.

Design challenge from @designerbriefs