The Power of Purple

Here at DK, we believe in living life in full colour, and we particularly love purple!

Purple is often associated with royalty, affluence, luxury, and magic. Scientifically speaking, purple has the strongest electromagnetic wavelength, being just a few wavelengths up from x-rays and gamma rays. This stunning shade combines the calm stability of blue and the fierce energy of red, and research suggests that various hues of purple impact our minds and bodies by boosting mood, reducing nervous tension, and calming the mind.

Many of our most loved and fastest selling fashions are purple, second only to Black. Our DK customers report that purple is one of their absolute favourites – it compliments almost any hair colour or skin tone, so it’s a colour that helps them look and feel fantastic!

You may wonder why purple is almost universally flattering. Purple is created by combining the warmth of red with the coolness of blue, so the blend retains both warm and cool properties.

If you share our passion for purple, you are in luck. Here at DK we offer a purple to please everyone, and this season's palette is bursting with variations for every complexion.

We are tremendously excited to introduce a juicy new purple to you: our new cape design called A Cappella will come in “Concord”.


We also want to tease you with a sneak peak of a forthcoming style that will be made from a sweater knit we call "Reign".


I don’t know about you, but when I wear purple, it makes me feel empowered, exotic, mysterious, and regal. I hope you'll join me in some colour therapy, and add some purple to your wardrobe!