About DNA

The fit comes first.

DNA makes streetwear with room to move and enough shape to build an outfit around. We start with the silhouette: where the shoulder falls, how much room there is through the body, and where the hem lands.

How it feels matters

Fabric can change the way the same cut wears. We pay attention to how it feels against the skin, how it hangs, and whether the piece stays comfortable when you’ve been in it all day.

Details with a purpose

Some pieces need little more than the DNA mark. Others leave room for a stronger graphic or a detail in the cut. The idea is to make something you can put on with your favourite jeans or shorts and feel ready to go out in.

Worth wearing often

We want DNA to feel considered at a price that makes sense for something you’ll wear regularly. The collection can change from piece to piece, but fit, feel and how it works with what you already own stay at the centre.

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