DSquared2

Summary

The intelligent mix of Canadian wit and refined Italian tailoring together with attention to detail are the foundation of Dsquared2 philosophy which has given life to a unique concept of alternative luxury. Recently Dsquared2 collections have conquered a wider audience and- owing to their natural stylistic maturity- have become more chic while maintaining those sexy provocative traits so embedded in their creative roots. This evolution is also due to the continuous international inspiration received by Dean and Dan, who create their collections in Italy: ‘Born in Canada, made in Italy.’

History

Canadian twins Dean and Dan Caten began their career in fashion design at Parson’s School of Design, New York in 1984. Shortly, they debuted womenswear and leisure collections and were signed by fashion label Ports International as creative directors. In 1991 the duo moved to Milan and after working with celebrated fashion houses including Gianni Versace debuted a men’s collection in 1994 under the label, Dsquared². It immediately caught the attention of editors and buyers with its edgy mix of Canadian iconography, sleek Italian tailoring and playful sensuality… sporty and glamorous, laidback and extravagant… it was alternative luxury at its best.

The twins were on a roll with prolific collaborations in the music scene. Madonna commissioned them to design for “Drowned World Tour 2001” and “Don’t Tell Me” music video. Their runway showing in 2005 closed with Christina Aguilera stripping male models; in 2007 Rihanna walked for the twins in Milan; Dsquared² menswear show in Milan saw Bill Kaulitz descending from the ceiling in a caged elevator, in 2010. A heady mix of edu apparel and the right theatrics.

Retail expansion was the primary focus. Following the opening of their store in London, GQ editor Dylan Jones and Canadian High Commissioner Gordon Campbell hosted celebrations for the twentieth anniversary of Dsquared2. In 2007 Dsquared² flagship opened in Milan followed by stores in St. Moritz, Athens, Mykonos, Capri, Kyiv, Cannes, Singapore, Paris, Nicosia, Hong?Kong, Miami, Doha, LA, New York, Baku, Rome, Istanbul and Madrid.

The brothers told Forbes, ‘Italy is still our strongest market, then the rest of Europe, followed by Asia. We’re currently pushing our American retail, which is going really well. We opened a store in Miami a couple of weeks ago. And I think it’.s cool too that it took us twenty years before coming to America, ’cause at least when we got there we were polished… we’re at the mature age, to do mature things.’

Today the twins divide their lives between Milan and London, and Dsquared2 collections are made in Italy, hence the brand tagline, ‘Born in Canada, Made in Italy’. Their prolific awards include “Breakthrough Design Team” by GQ USA “Men of the Year” 2003; “Best Designers of the Year” by GQ Spain “Man of the Year” 2007; “Best Designers of the Year” by GQ Germany “Man of the Year” 2008 and Star on the Canada Walk of Fame in 2009. We see more accolades in the near future as the twins continue to evolve their aesthetic with changing consumer needs.

Per BoF, “But much of the “big energy” that drives the brand comes directly from the brothers themselves, who see the creative direction of the label — from its youthful focus on denim and bold slogans to its current embrace of more mature categories including elegant men’s tailoring and opulent gowns — as an extension of their own changing identities. “The evolution comes with time,” explained Dan. “When we started the company when we were young; we were in a different kind of headspace and the things we were doing… I mean, the company really reflects us and our lives. Always keeping ourselves in mind and tailoring to our own needs, the brand has just matured as we matured in age.””

Vision

DSquared2, founded by twin brothers Dean and Dan Caten, embodies a vision that merges playful creativity with high fashion, drawing on their Canadian roots and global influences. The brand is celebrated for its bold aesthetic that challenges conventional fashion norms, infusing each collection with a sense of youthful exuberance and a distinct rock-and-roll edge. The Caten brothers believe that fashion should be a form of self-expression, and their designs reflect a daring mix of styles, colors, and textures that encourage wearers to showcase their individuality and confidence.

Central to DSquared2’s vision is the idea of cultural fusion, which is evident in their eclectic collections that often blend elements from various cultures and eras. This approach not only sets the brand apart in a competitive market but also speaks to a broader narrative of inclusivity and diversity in fashion. The Caten brothers draw inspiration from their travels, art, and music, resulting in collections that resonate with a wide audience and provoke thought while remaining visually striking. Their commitment to innovation ensures that each season offers something fresh and exciting, captivating both fashion enthusiasts and critics alike.

Moreover, DSquared2 emphasizes sustainability and ethical practices within its vision for the future. The brand is increasingly focused on creating high-quality pieces that are not only stylish but also environmentally conscious, reflecting a growing awareness of the fashion industry’s impact on the planet. By prioritizing sustainable materials and responsible production methods, DSquared2 aims to lead by example, demonstrating that luxury fashion can align with values of environmental stewardship. This commitment enhances the brand’s appeal, as it resonates with a new generation of consumers who prioritize both style and ethical considerations in their purchasing decisions.

Mission Statement

DSquared2’s mission statement centers on celebrating individuality and creativity through bold, innovative fashion. The brand, founded by twin brothers Dean and Dan Caten, aims to inspire self-expression by merging eclectic styles and cultural influences in every collection. They believe that fashion is a powerful form of personal identity, allowing individuals to showcase their uniqueness and confidence. By pushing the boundaries of traditional design and embracing a playful yet sophisticated aesthetic, DSquared2 seeks to empower its customers to make daring fashion choices that reflect their personal stories.

In addition to its commitment to artistic expression, DSquared2 emphasizes the importance of sustainability and ethical practices within its mission. The brand is dedicated to creating high-quality garments that not only stand out in terms of style but also consider their impact on the environment. By prioritizing responsible production methods and sustainable materials, DSquared2 aims to lead the fashion industry toward a more conscious future. This dual focus on creativity and sustainability illustrates the brand’s commitment to evolving in a way that aligns with the values of a new generation of consumers who seek both style and social responsibility in their fashion choices.

Products and Services

DSquared2 has expanded from its origins in menswear into womenswear, accessories, childrenswear, eyewear and fragrances as well as a restaurant in Milan.

Today DSquared2 offers a dynamic range of products that embody the brand’s signature blend of playful creativity and high fashion. Their collections include a variety of stylish apparel, footwear, accessories, and even fragrances, each designed to make a bold statement. From tailored suits that exude sophistication to casual streetwear infused with a rock-and-roll edge, DSquared2 captures a wide spectrum of styles that appeal to diverse tastes. The brand is particularly known for its intricate detailing, vibrant colors, and unique prints, which reflect the Caten brothers’ dedication to craftsmanship and originality, making their pieces not just clothing but expressions of personal style.

In addition to its product offerings, DSquared2 provides a range of services that enhance the customer experience. Their flagship stores and online platforms offer personalized shopping experiences, including styling advice and exclusive access to limited-edition items. The brand frequently engages with its community through collaborations, events, and fashion shows, fostering a sense of belonging among its loyal customers. By integrating lifestyle and fashion, DSquared2 not only delivers high-quality products but also cultivates a vibrant culture that encourages customers to embrace their individuality and creativity in every aspect of their lives.

Leadership Team

Dean and Dan Catenacci

Awards and Recognition

• “Breakthrough Design Team” by GQ USA “Men of the Year” – 2003
• “Aguja de Oro” – 2006
• “Best designers of the year” by GQ Spain “Man of the Year” – 2007
• “Best designers of the year” by GQ Germany “Man of the Year” – 2008
• A star on Canada’s Walk of Fame – 2009

References

• Official website DSquared2
• Inside DSquared2 at Twenty Years BoF
• The twins’ mega Fabulous lives GQ
• Fall Winter 2021 Vogue
• Facebook profile of DSquared2 Facebook
• Ten Minutes With The DSquared Twins Vogue
• Instagram profile of DSquared2 Instagram
• Case study Course Era
• Twitter profile of DSquared2 Twitter
• LinkedIn profile of DSquared2 LinkedIn
• Runway Review style.com
• Youtube profile of DSquared2 Youtube
• Brand journey Code and Theory
• Starry store launch LA Times
• Milan Catwalk Fashion Show FW2010 Team Peter Stigter
• Wikipedia profile of DSquared2 Wikipedia
• Clumsy with the Catens Hollywood Life
• The Stars Align at the 12th Annual Canada’s Walk of Fame Canada’s Walk Of Fame
• Dsquared2 slammed online for ‘Dsquaw’ fashion line CTV