DEINET’s Pre-Spring 2025 Collection Is an Exploration of Its DNA
Coming to HBX soon.
DEINET, an emerging label from South Korea, has had remarkable success in just one year after its launch. Led by Dain Kim, DEINET is Kim’s second brand launch and builds on her decade-long industry experience following her previous success with Matin Kim as its CEO.
DEINET Ribbon Flat Shoes and Cloud Mini Bag sold out within one minute after launch, highlighting the brand’s demand as well as Kim’s ability to identify what their clientele truly desires. With a focus on communication and a customer-first approach, DEINET’s dynamic and tight-knit team of 14, continually analyzes customer reactions and adopts a flexible, horizontal structure to brainstorm and discuss ideas to meet customer needs.
Coming soon to HBX, DEINET’s Pre-Spring 2025 collection, titled “DEINER,” began as an exploration for the team to find the definition of “us.” The resulting lineup comprises an array of women’s and unisex styles spanning trench coats, sweats, knitwear, tees to accessories. Versatile, easy-to-style but far from boring, the pieces are thoughtfully implemented with logos, wordmarks or small ornamental details that elevate these staple silhouettes to embody the sassy DEINET DNA.
An excerpt from Dain Kim’s interview can be read below:
Please describe the DEINET philosophy. What do you hope for the brand in the future?
Questions regarding brand philosophy have always been difficult. My philosophy is that there needs to be a customer, for a brand to exist. I hope to introduce trendy products that are appropriately ahead of the market and hope that those who buy and wear the products feel happy.
Among the collection, do you have a favorite piece?
My personal favorite is the DEINET 5-Way Stud Pocket Multi-Bag. As the name suggests, it can be worn 5 ways, but I think it can even be worn 9 ways. We were pleasantly surprised when we were designing the product as well.
Lastly, what do you hope those who wear DEINET designs feel or think when wearing the clothing?
We always go through the design process with a positive mindset and with the excitement of introducing something new to our customers. We strive to create something we are all proud and happy with and hope the excitement we had in developing our products can be felt in the end product. We hope that positivity and energy also echo on to our customers
Read the full interview over at HBX.
The “DEINER” Pre-Spring 2025 collection will be available to shop soon via HBX.
