Showroom opening of the Defanzy Brands // The Recap

January 19th at 10am - the entrance at Wilhelmstraße 118, Berlin has been opened. Finally, the young fashion label DEFANZY BRANDS launched their allnew showroom in the heart of Berlin. Within the scope of the Berlin Fashion Week DEFANZY BRANDS presented the Fall/Winter 2016 collection of their five core brands, the so-called DEFANZY HERO BRANDS: Dangerous DNGRS, JUST RHYSE, BANGASTIC, CAZZY CLANG and the newest basic line CYPRIME. DEFANZY offers urban- and streetwear for a mainly male target-group including: pants, jackets, sweaters, sweatpants, t-shirts, caps, sneakers and hoodies.

Defanzy provokes, makes a clear fashion statement and places itself consciously against political, cultural and medial mainstream. For individualists wishing to set themselves apart from a run-of-the-mill look, DEFANZY BRANDS are just it.

A visit of the modern 200 square meter location in Berlin-Mitte is definitely worthwhile. Clean white walls are creating a charming contrast to color accents: Every single DEFANZY BRAND has its own individual area which is divided by neon colored carpets making for impressing surprises for sure. Associating every brand with a color the visitor gets a synoptic orientation.

The official opening party with DJ, food and drinks took place on Wednesday night. A lively round including regular-, new customers and the whole DEFANZY-team came together to celebrate and exchange views about fashion and everything under the sun.

The party was a huge success for the new company! Beforehand DEFANZY was known as the subsidiary of Defshop - one of the biggest European online-shops for street- and hip hop wear - and became an independent company on January 1st 2016!

“The opening of our showroom during the Berlin Fashion Week was our best decision. Prospective customers could get an overview of our five Hero Brands and their collections. We also had enough time and more liberty to present our concept, to get to know our customers better and to establish a great business relationship with them”, said Pascal Gerstenlauer, sales director of DEFANZY BRANDS.

This year was different from DEFANZY’s last year’s participation at the fashion exhibition “Bread & Butter” were it had built its own booth: “The preparations and whole effort wasn’t worth it in the end. In our showroom we decide for ourselves – no rules, no limits and always against the mass that’s the slogan of DEFANZY.” so Alexander Büchler, CEO of DEFANZY BRANDS. But that’s not enough! The Berlin fashion brand provides much more than anti-mainstream-fashion and a showroom. With so-called We Brand Workshops, DEFANZY enables a creative exchange between customers and designers. The two of them design new products together in close cooperation which are being produced and sold at the online-shop. That makes DEFANZY not only a brand but also an experience. An experience that leaves a lasting mark on the customer’s spirit and also opens up a new customer base.

The doors to the DEFANZY showroom are always open by appointment for people interested.