DSQUARED2  is an international fashion house, founded by Dean and Dan Caten (born Dean and Dan Catenacci), twin brothers, Canadian fashion designers, radio personalities, and businessmen.

In 2006, the brothers were selected to design the new official uniforms for football team Juventus. In March 2008, the Catens signed an agreement to design sunglasses with Marcolin, an Italian sunglasses and spectacle manufacturer. 

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They also have license agreement with other italian producers: ITF cosmetics for fragrances, Isa for beachwear and underwear, Staff International for ready-to-wear apparel. Leather goods and shoes are directly supervised by DSQUARED² through a network of suppliers.

In 2013, the Dsquared2 brand had a brand turnover of about €200 million.

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Brand mantra

“Born in Canada, Living in London, Made in Italy”. Its directly connected to brothers Dean and Dan. And it recalls the origin of their style.

Association words with brand when you hear Dsquared2:

  • twin brothers
  • jeans
  • sophisticated chic
  • provocative
  • sexy
  • young
  • playful
  • energy
  • music
  • vibe
  • charm
  • exclusive
  • jeans and tux
  • ellegant and modern

All this characteristics together form the philosophy and lifestyle which are embedded in the brand’s creative DNA. Music plays significant role in philosophy of this fashion union. The brothers are known for designing clothes and staging elaborate fashion shows, music tours. They also design kidswear.

Their designs have been worn by Britney Spears, Madonna, Tokio Hotel’s lead singer Bill Kaulitz, Justin Timberlake, Kendrick Lamar, Ricky Martin, Nicolas Cage, Lenny Kravitz.

Activity

The Caten brothers host their own radio program called Dean and Dan on Air: Style in Stereo, it features a variety of music (including soundtracks from select DSquared2 runway shows), along with celebrity interviews, fashion and political discussions. The Caten brothers co-hosted and judged Launch My Line, a competition reality show. They have been featured on America’s Next Top Model and they appeared in the music videos for singer Fergie, The Black Eyed Peace.

The Catens were awarded the 2003 GQ Men of the Year Breakout Design Award. In 2006, they received the Golden Needle Award. In 2009, it was announced that the duo would receive a star on Canada’s Walk of Fame  in Toronto.

Advertising Campaign always reflects:

  • the brand’s DNA
  • Sensual playfulness
  • Irony
  • full lifestyle

Stylistic identity is made up of aesthetic elements that make a brand style recognizable:

  • brand logo
  • color palettes
  • special fabrics and prints
  • iconic products
  • details
  • patterns
  • lines, shapes

Colors and patterns:

  • black, denim with a flash of colors, animal prints materials
  • leather, denim, high-tech materials, stiff fabrics, crisp cottons and fur. Wood and horn as for boutique decorations
  • logo as an ornament, maplw leaf, metac trims

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Maple leaf designs on shirts

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Iconic Products

  • jeans
  • sneakers for male
  • studded leather biker
  • tuxedo

Stores

In June 2007, the first DSquared2 flagship was opened in Milan’s fashion district. Stores have also opened in St. Moritz, Athens, Capri, Mykonos, Istanbul, Kiev, Cannes, Singapore, Paris, Nikosia and Hong Kong. In March 2015, DSquared opened their first flagship store in London. They also own the famous Milanese rooftop terrace with pool “Ceresio 7”. Store design always reflects the brand’s DNA, always are made in wood and are casual sophisticated.

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