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 DSquared 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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