DSQuared2 – the Stylistic Identity of a Fashion brand
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.
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.
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.
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Association words with brand when you hear about Dsquared2 sale:
- 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 Dsquared2 jeans sale 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 kids wear.
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.
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
Maple leaf designs on shirts
Iconic Products
- dsquared2 jeans
- dsquared2 sneakers for male
- dsquared2 studded leather biker
- tuxedo
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. And also you can shop the Dsquared Outlet online. Store design always reflects the brand’s DNA, always are made in wood and are casual sophisticated.
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