Articles by Don-Alvin Adegeest
Don-Alvin Adegeest is a consultant and specialist in brand strategy, communication, and design with extensive experience in the fashion and luxury retail industries. Since 2003, he has collaborated with FashionUnited as a senior editor, contributing analysis, interviews, and in-depth reports focused on the international fashion business. His career includes leadership roles at companies such as Hugo Boss or LVMH giving him a deep understanding of the market and the sector’s value chain.
The North Face deepens New York presence with new Fifth Avenue flagship
The North Face has expanded its U.S. retail footprint with a new flagship on Manhattan’s Fifth Avenue, opening a two-storey, 21,000-square-foot space that marks one of the brand’s most ambitious brick-and-mortar investments to date. The store, located at 511 Fifth Avenue, comes as a wave of international brands continue to choose New York for...
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British brand Boden opens first brick-and-mortar store in Georgia
British fashion label Boden has finally crossed a long-anticipated milestone: the opening of its very first standalone store in the United States. The 2,000-square-foot shop, located at 5165 Avalon Boulevard in Alpharetta, Georgia, opens a new chapter for the catalog-born retailer as it brings its cheerful, quintessentially British vibe to...
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Fashion shifts away from hype as consumers demand authenticity
Fashion’s long reliance on spectacle-driven marketing is beginning to feel outdated. Industry observers note a gradual but unmistakable shift in how luxury brands present themselves, driven by changing consumer expectations and a cooling global market. Leadership changes—such as Balmain’s recent decision to part ways with Olivier Rousteing after...
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Amazon founder launches AI venture Project Prometheus, signalling potential shifts for retail and fashion
Jeff Bezos is returning to the chief executive role with a new artificial intelligence venture, Project Prometheus, a move that could reshape how technology flows into sectors including retail and fashion. According to The Times, the early-stage company has secured 6.2 billion dollars in initial funding, placing it among the world’s most...
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Even Realities expands vision for wearable design
Shenzhen-based Even Realities, known for its minimalist approach to wearable technology, has unveiled two new products that blur the line between fashion accessory and intelligent device: the Even G2 Display Smart Glasses and the Even R1 Smart Ring. Positioned as the next evolution in discreet, human-centred design, the launch highlights a...
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Global fashion buyers return to confident ordering, says Joor
Fashion wholesale platform Joor has reported a strong rebound in international wholesale buying in the third quarter of 2025, as retailers outside the United States resumed orders following a slowdown earlier in the year. According to Joor’s transaction data from like-for-like retailers, global purchases declined by five percent year on year in...
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Juicy Couture returns to the spotlight with a denim rebrand
When Juicy Couture’s velour tracksuit first swept through early-2000s America, it did more than define an era, it embodied one. The rhinestone-studded logo, the pastel palette, the unapologetic glamour of it all captured a moment when fashion and celebrity culture were becoming inseparable. For a time, it was the uniform of an aspirational...
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CFDA Fashion Awards 2025: Ralph Lauren, Thom Browne and The Row lead a confident new era for American fashion
The American Museum of Natural History provided a fitting backdrop for this year’s CFDA Fashion Awards, presented by Amazon Fashion and hosted by Teyana Taylor. The 2025 edition balanced legacy and innovation, celebrating enduring figures such as Ralph Lauren and Thom Browne alongside new-generation talent Ashlyn Park. Celebrating American...
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Why Merino wool is in demand now more than ever
The global wool industry is experiencing its strongest rally in decades, with Merino wool once again at the centre of fashion and performance innovation. In Australia, the world’s leading producer, the Eastern Market Indicator (EMI), the sector’s key benchmark, climbed 109 cents in recent weeks to reach 1,453 cents per kilogram, marking the...
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Consumers still want sustainability, but fashion brands are failing to deliver
Sustainability remains a powerful force shaping how people shop, but consumers are increasingly weighed down by global uncertainty, according to Bain & Company’s latest Consumer Lab ESG Survey 2025, which polled more than 14,000 people across eight countries including the US, UK, China, Italy, and Indonesia. The study finds that while...
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