d.brand started out as a denim brand that was introduced as an alternative to overpriced designer jeans. At the core of d.brand’s philosophy are these three elements; exclusivity, denim and affordability. Derived from this d.brand was able to create a new segment. Initially the exclusivity was kept by a strict distribution but as demands grew it had to change strategy. Today the exclusivity is maintained by the overall feel when buying a d.brand product that goes all the way from the production floor, to using the finest materials and having some of the most influential people as brand loyalist.