D.N.I. is the Paris-based Peruvian brand you need to know
Twins Paulo and Roberto Ruiz Muñoz are the creative force behind the ultimate sustainable and identity-conscious menswear fashion brand. Now, after only 2 years post launch, they have landed a prime-showcase space at one of the biggest retailers in the world, Printemps de L’Homme. This is their story.
The Ruiz Muñoz twins moved from Casa Grande, a small town in the north coast of Peru, to a vibrant and creative Paris at age 12. After graduating from the L’Institut Supérieur d’Arts Appliqués in Paris, both started working corporate jobs at big Parisian department stores. However, a taste for entrepreneurship would sparkle their creative passion for design.
It all started with “Collective Aucun”, an anonymous fashion collective that would catch the eye of Sarah Andelman, co-founder of the mythical concept store Colette. After this first attempt came to end due to unexpected success and trouble to deliver, they co-founded D. N.I. on 2019 (Documento Nacional de Identidad) inspired on their childhood in Casa Grande, their family heritage and Peruvian popular culture. Already being featured in Vogue Mexico, Vogue Italia, i-D and Not Just a Label, we met both creators in their most recent Parisian retail spot.
“If we would have stayed in Peru, D.N.I. would have never existed. Paris played a fundamental role in the creation of the brand, and our own stories” shares Paulo (left), while presenting the brands corner displayed at the 4th floor of Printemps de l’Homme. The colourful selection includes pieces from previous collections “A Ti Peru”, “Volver” and most notably “Mi bisabuelo era sastre”.
Their definition of sustainability comes not only from the clean fibres and Oeko-Tex certified textiles they use, but also from the respect for the Peruvian artisans craftsmanship, and a fair work policy with the ateliers.
Each collection shares a chapter from their personal stories, and every garment reveals a detailed design that makes the pieces unique. And even if the use of bright colours and popular culture prints are inherent to D.N.I., some comments on the early stages of the brand did not encouraged such a strong link to their roots.
“Some people told us we shouldn’t use such popular prints (the Inka Kola can, the Peruvian 50 cent coin) as it could give a wrong image and wouldn’t help our brand”, reflects Paulo as he describes the choice of iconography in certain pieces. “In fashion, everyone has worked the Andean side of Peru to a certain extent, but no one has really focused on the north-coast storytelling for menswear design. That’s our main source of inspiration”.
In less than 2 years, twins Ruiz Muñoz have positioned their brand in the European menswear market: they have been invited to participate in Pitti Uomo in Florence, are now sold in VooStore, Berlin and have landed their first retail space in Paris at Printemps de l’Homme.
Their signature looks and silhouettes haven’t going unnoticed to industry experts and retailers. Having launched the brand just before the pandemics started, we can only foresee growth and recognition for this conscious and identity-based fashion label.
