DSquared2 Brand Guide
A major name in Italian fashion, DSquared2 holds the motto “Born in Canada, Living in London, Made in Italy” which embodies the brand’s history and ethos perfectly. Founded by Canadian identical twin brothers Dean and Dan Caten, the brand’s collections display a wealth of influences from across the globe.
DSquared2 Brand History
The Caten brothers founded the brand in 1995 and, thanks to their dedication to luxurious construction and the irreverent, punk-infused attitude of the clothes, quickly became a favourite among fashionistas and celebrities alike. The brothers capitalised on their growing reputation, forming relationships and connections with their most high-profile and influential customers. This strategy resulted in them working closely with stars like Madonna and Rihanna on collections for the artists’ tours, as well as enlisting them to walk the runway for spectacular shows.
This penchant for spectacle translates to the clothing, with heavily distressed and embellished detailing appearing as a signature throughout the brand’s collections, along with nods to the Caten brothers’ home of Canada with maple leaf and rugged outdoor motifs. DSquared2 jeans in particular are popular for their outlandish styling and exceptional quality. As enshrined in the brand’s motto, all the clothes are made and hand-finished in some of Italy’s finest couture factories, giving the brand a healthy mix of opulent fabrics and rock’n’roll attitude.
Uniquely, the brand has extended their collaborative stance to outfitting football teams, starting with Juventus in 2006 and more recently with Manchester City. These partnerships showed a more subdued, sophisticated side to the brand, which has started to cross over into the main DSquared2 collection, resulting in a well-balanced, wearable range that still boasts the Caten brothers’ unmistakeable graphic sensibility.
We are proud to be official stockists of a range of DSquared2 t-shirts, jeans and other apparel, welcoming the brand to our list of the world’s finest menswear. Shop the whole range today, and keep an eye on our social media channels for all the latest news and arrivals.