The message arrived on Instagram, with no agent and no introduction. DJ Antoine had seen KOLJA ANNUSSEK, and he wanted a piece. Not long after, he was wearing a custom KA-SIG 001 in front of thousands of people, in his live shows, under the lights.
This is how it happened, and why it matters for what we are building in Paris.
Who is DJ Antoine?
If you have been on a dance floor anywhere in Europe, you have danced to DJ Antoine. Antoine Konrad, from Basel, built a club into a career: “Welcome to St. Tropez” and “Ma Chérie” sold in the millions across Europe, he has collected a shelf of Swiss Music Awards and an MTV Europe Music Award, and he is the most successful DJ Switzerland has ever produced. He is also known for something else that matters here: dress to impress has been his trademark since the beginning. Champagne houses, watchmakers and tailors have all wanted him in their clothes.
So when a man who could wear anything chooses what he wears on stage, it is a decision, not an accident.
The DM
I did not reach out to DJ Antoine. He found me. He came across KOLJA ANNUSSEK on Instagram, looked through the campaign work, and sent a direct message.
For a label that does not advertise and sells in person, that message was the clearest signal we could get: the work speaks for itself, and the right people are looking.
A KA-SIG 001, made for the stage
The KA-SIG 001 is the first piece in the KOLJA ANNUSSEK signature series. Every one is custom: cut for the person, finished by hand, numbered, one of one. Antoine’s is black, with the KA emblem across the back and his own name, KONRAD, on a patch between the shoulders. The wordmark runs along the hem. From the DJ booth, the crowd sees exactly who is playing.
A stage piece has to do two jobs. It has to survive a full set, and it has to read from the back of the room.
On stage
DJ Antoine wears the KA-SIG 001 in his live shows. The photo above is from his set at Lux in Piacenza, Italy, arms up, the crowd in front of him, the KONRAD patch to the camera. He posted it to his own followers with three words: “Thanks for the shirt.”
There is no sponsorship behind it and no contract. He wears the piece because he wanted it, and because it works. That is the only kind of endorsement KOLJA ANNUSSEK is interested in.
See the signature series in Paris
The KA-SIG series, the leather pieces including the KA Baller, and the campaign work from New York and Los Angeles are on view in the KOLJA ANNUSSEK private showroom in Paris, by appointment only. Custom pieces are made to order; a piece bought in the showroom is final.
Book your visit at koljaannussek.com/contact-us or write to vip@koljaannussek.com. You can also reach us directly on WhatsApp.
Private Showroom Paris. By appointment only.
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