When talking about Melbourne ‘identity’ I hear many a fashionista, mag-hag or fashion journalist speak and write words like chic, sophisticated, style-conscious and edgy. When it comes to edge, one Melbourne-based jewellery label has been working it since 2007.

Does Not Equal was created by Charisse Black who is quintessentially Melbourne, donning chic noir tones and one of very few young women I know who can rock that men’s tailored jacket look oh so well. In her own words, Does Not Equal was established as a men’s jewellery label to fill that middle ground; affordable pieces, designed and produced in Australia in small quantities. In other words, not mass-produced, expensive and over-worn by all your cool friends.

And how do DNE contribute to the identity of Melbourne? “I guess the label and its presence is very much aligned with how we do things here. In contrast to other cities of Australia, Melbourne really takes pride in ‘unknowns’ starting something quietly and plugging away at it until people start to talk and the word gets spread organically. That’s how DNE happened. Our studio is also part of Comeback Kid‘s store in Rankins Lane, which is supremely Melbourne; to be found or not found hiding at the ends of alleyways.”

As a special treat, DNE released their first imagery of the new collection and campaign, shot by Melbourne fashion photographer Zac Steinic, exclusively to the Tangent blog. “Black Truth/White Lies – Continuum is characterised by strong, clean lines and geometric design elements. It is an androgynous collection that draws inspiration from the balance between light and dark, good and bad, truth and lies”. Its initial launch will be exclusive to Comeback Kid from the 18th of November, 2009.

For information on stockists, check out DNE’s website here.