DNA goes Denmark

After the recent launch in London a new fashion store in Copenhagen, Denmark, has now snapped up the DNA label of Auckland designer Doris de Pont. Pia Lund, who is opening Piato, a women's fashion store in central Copenhagen in June, came scouting for labels at last year's L'Oreal New Zealand Fashion Week and was taken with DNA.

Lund, who has previously lived in New Zealand for six years, will be stocking New Zealand designer clothes and jewellery only in Piato and says she wants labels that stand out, so customers can become familiar with them.

Doris de Pont says her fashion week show has definitely created new business, particularly from the international market. DNA's art on textile approach to designer fashion is well known throughout New Zealand and Australia and the label was also recently launched in London, where it is selling well.