Attitude, youth, energy. A revolution of identity for a new generation. DGVIB3, powered by Dolce&Gabbana is shaking up the fashion scene. The new collection combines underground energy with a streetwear sensibility through fresh, unique designs. Inspired by the undeniable energy of street culture, it’s redefining style through bold, androgynous streetwear designs.

DGVIB3 marks the beginning of a new era. Of bold style and unapologetic originality. Think bold pops of colour, statement co-ords and slick mini dresses. The key pieces to note? Big, baggy, oversized hoodies, larger-than-life sweats and party-ready, second-skin mini dresses, in juicy hits of red, green and purple as well as classic monochromatic colourways.

To celebrate the launch, FLANNELS X was transformed into an immersive underground experience with an exclusive party. Paying homage to the energy of the city, the screens played video clips of London hot spots, from skyscrapers to Soho, iconic red buses to landmark bridges. But the detail we couldn’t get enough of? A bespoke tube carriage – yes, tube carriage, complete with handrails and a ‘mind the gap’ sign – became the DJ booth for the night, housing Paula Tape and Sally C. Designed by graffiti artist ROID, it was covered with his unique art, as well as the signature FLANNELS and DGVIB3 logos.

As part of the immersive experience, attendees were given a chance to win a DGVIB3 T-Shirt through a clever ticket contest. Guests were presented with a faux tube ticket, that instead of entitling you to a train journey gave you a chance to win a DGVIB3 garm. Stored in a locker unit, scan a winning ticket and the locker would spring open giving you your free DGVIB3 T-Shirt.

And as for the guests in attendance? FLANNELS X was filled with London fashion set favourites. Everyone from The Flag Twins and Maddy Demaine to the band AR/CO and Fuhzz were there, decked out head-to-toe in DGVIB3. Jasmine Lovell, Emelia Scarlett and Cameron Valentina also headed down to FLANNELS X to celebrate the launch, alongside Iwanna Cristal and Adam Rhazali – who you might recognise from the FLANNELS Spring campaign.

And it wasn’t just the fashion pack that was out in full force. Arsenal players Emile Smith Rowe and Jorginho, as well as Alexis Andre Junior pulled up to FLANNELS X to get a taste of the action.

Can’t get enough of DGVIB3? Until the 30th of October, you can head in store to FLANNELS X to explore our one-of-a-kind pop-up experience. Dive deep into the world of DGVIB3, shop-must-have styles from the new collection and discover a new generation of style.