• by Fern Siegel , October 7, 2022

DDB Europe has launched DDB Fresh, billed as "the world’s first fashion-innovation agency for non-fashion brands."

For example, the new agency, based in Prague, will create fashion products, collections and garments, for brands from the automotive, finance or retail industries.

The shop kicks off with 15 core staffers, plus collaborations with the DDB network, part of the Omnicom Group. The staff has experience in experience design, advertising and gaming for top brands, including Adidas, H&M and McDonald's. Its focus with new accounts is a commitment to sustainability.

Darko Silajdi, executive group chairman, DDB Prague, heads up the new endeavor.

While DDB Fresh is debuting with a number of clients, the agency said it is not at liberty to disclose their names before the projects are released.

"Our shared passion for innovation and fashion is what gave birth to the new unexpected agency model that is DDB Fresh," said Silajdi. "Turning brands into cultural icons while nurturing a sustainable world is our purpose and we are beyond excited that the journey has begun."

DDB's clients include Molson Coors, Volkswagen, Unilever, Mars, Peloton, JetBlue, Johnson & Johnson and the U.S. Army.