Fashion brand DKNY is updating its logo and launching it as a non-fungible token (NFT) to promote it. The brand will auction the NFT and donate the proceeds to the American Nurses Foundation.
DKNY, headquartered in New York, was founded in 1984 by Donna Karan and Stephan Weiss. It was a subsidiary of the LVMH group from 2001 to 2016 when it was sold to the G-III Apparel Group.
The brand historically positioned itself as a luxury fashion retailer and is perceived as targeting middle aged men and women. However, it has targeted millennials and Gen-Z consumers in the last couple of years, and the launch of the logo as an NFT is another step in that direction.
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