As part of Paris Fashion Week, Kitzingen-based fashion company DRYKORN presents the future of formal menswear. From June 22 to 27, 2022, it will be inviting representatives of the international fashion industry to discover the brand and its new collection at its showroom in Le Marais, Paris. The company’s presence in Paris signals an important step in the further internationalization of the brand.
On the road to Paris
The boundaries between the digital world and analog reality are blurring. Communication, encounters and experiences are no longer exclusively reserved to the real world and fashion is also becoming increasingly important in the developing metaverse. With its first appearance at Paris Fashion Week, DRYKORN consciously addresses the longing for personal encounters that contrasts with this digitization trend and creates a physical meeting place. At the same time, the brand unveils its new formal menswear range for S/S 23, demonstrating that its fashion is ready to take its customers into the digital future. With this first presentation of a curated selection of the range in Paris at the end of June, DRYKORN takes another decisive step in the expansion of its international activity.
For its debut at Paris Fashion Week from June 22 to 27, 2022, DRYKORN has rented a showroom of 180 sqm at 51 Rue de Turenne in Le Marais, Paris – where renowned brands like OFF-WHITE have also exhibited their collections in the past. Under the slogan “THERE IS NOTHING MORE BEAUTIFUL THAN REAL LIFE”, the company unites brand experience with product presentation and offers deep insights into the history and philosophy of DRYKORN.
This step is the company’s response to a significant increase in international interest in its menswear collection. “The post-pandemic era is the perfect time for this,” states CEO and company founder Marco Götz. “We are seeing a significant acceleration of international business after the challenging pandemic years and we believe that the showroom in Paris will provide a perfect additional exhibition and order platform.” Invitations will also be sent to relevant international independent retailers and department stores outside of the existing core markets, including in Scandinavia, France, Spain and the UK. However, existing customers will also find an additional communication platform with the brains behind the brand here.
With the styles presented at Paris Fashion Week, DRYKORN once again demonstrates 25 years of expertise in men’s pants and formalwear. The collection bears the company’s unmistakable signature, but does not rest on its laurels. In addition to the diversity of its pants collection, DRYKORN focuses on aspects such as progressive new/young tailoring. Relaxed silhouettes and attractive compositions break with the presumed stiffness of formalwear.
The German fashion company DRYKORN was founded 25 years ago with just one pants collection. It now offers a wide range of collections for both men and women. Since then, the brand has stood for high-quality, durable fashion in the progressive contemporary segment. DRYKORN constantly reinvents itself to reflect the spirit of the times, but always with the unique beauty of its customers at its core. People who look for contemporary styles with a clear, independent signature. Its slogan of “FOR BEAUTIFUL PEOPLE” may polarize, but is in reality a basic statement on how it sees fashion: As a tool that enables its customers to express their own personality and create their own image of beauty.