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Latest Articles - Luxury

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DSquared: Fashion Squared

Sunday, 05 December 2010

DSquaredDSquared is a young fashion label known for its fresh and ambitious view on style and fashion, instantly recognizable and unique. Its name can be interpreted in many ways but actually DSquared means ‘D' squared, where ‘D' stands for creative duo of twin brothers, whose names begin with that letter, Dean and Dan Caten. But beyond that, DSquared stands for youth, boldness and courage, and sexiness, multiplied by the talent and hard work. In other words, trademark DSquared style is a collage of unique pieces that are mixed to from a sophisticated and elegant urban look.

From Canadian Border to Italian Passions

The history of the brand is as original as its style. It was founded by identical twin brothers Dean and Dan Caten (born Dean and Dan Catenacci), born far away from the bustling fashion capitals of the Old World, in Toronto, Canada. In 1983, they moved to New York to study fashion at Parsons The New School for Design, but stayed only one semester before returning to Toronto. Finding a financial backer in 1986, they launched their first signature women's wear collection, DEanDAN. They wanted to present their designs and their universe on an international scale, and decided in 1991 to move to Milan, Italy where they worked as designers for the house of Gianni Versace, and denim brand Diesel, the latter of which later funded and launched their namesake brand. The next three years were a difficult time for them: they did not speak the language, no one trusted them, and they could not find the money needed to finance their projects.

Although until then they had only designed for women, they observed that Italian men's pret-a-porter was far from satisfying, and so decided to launch a men's line. They had almost run out of money, so they asked their friends to show for them and made arrangements with certain design studios. It was under these conditions that DSquared was born in 1994, and the twins debuted with a men's wear collection. Despite the cold reception they received from the public, they sold the collection. The two brothers projected an image of a man liberated from conventional fashion diktats and offered him a colorful and underground wardrobe. The twins did not know it, but they were ahead of trend that would evolve several years later, that of the metrosexual. For their following presentation, the Caten brothers succeeded in securing financing and further developed their concept.

Fashion for Everyone

The Catens projected an affected yet virile man who cared for his body and his appearance. The Catens made their shows special events and their notoriety grew with time. Their jeans line attracted the envy of many and in 2003, they received they signed a contract with a denim master, Diesel. In 2003, they developed a women's collection themed ‘Fun and Sexy'. The show included top models, e.g., Naomi Campbell and Eva Herzigova, and was closed by a strip tease by Christina Aguilera who incarnated the show's concept.

The stars began to show interest in this surprising duo. Madonna ordered costumes from them, Lenny Kravitz shopped their clothes and Karl Lagerfeld wore their jeans. In 2000-2001, Madonna commissioned them to design over 150 pieces for her Drowned World Tour 2001 and 'Don't Tell Me' music video. DSquared2's design was also featured in Britney Spears' Circus tour and Tokio Hotel's Welcome to Humanoid City tour.

Challenge and Traditions

Many of the clothing designs have a sexual feel to them and low-slung jeans and miniskirts reign supreme with DSquared. These twin fashion designers collaborate in such an effective manner that what they produce as a final product is clothing which appeals to many types of individuals. DSquared became the hype label of the fashion sphere. Even though they were still relatively unknown to the general public, select boutiques from New York to Tokyo were already distributing their collections. Their fun and sexy approach to the American-Italian clothing, visible in all their men's and women's collections, won over the fashionistas. Their creations were uncompromising and mixed easily with other basic wardrobe pieces. Their mantra, ‘create clothes for those who want to wear them', led them to make very desirable collections.

Their signature mix of flash and sartorial rigor has earned them an avid following, and their empire now includes several stores in Europe and Asia. In 2003, the Catens were awarded GQ's Men of the Year Breakout Design Award. In 2006, they received the Golden Needle Award, joining past prestigious winners such as Oscar de la Renta, Gianni Versace, Manolo Blahnik, Jean Paul Gaultier, John Galliano, and Tom Ford.

By viewing the finished products presented by DSquared, it is easy to see how the designs can be loved by individuals around the world. If the designs which are produced by DSquared stay with this theme, it is more likely than not that DSquared will continue to increase in popularity in the years to come.

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