DSquared is the result of the passion for fashion, music and art twin brothers Dean and Dan Caten. Before being known to the public, they already dressed Madonna on her tour Rodeo Girl. Since they grew up, the brand has become unavoidable and number of stars swear by the crazy sex appeal from DSquared.
The Caten twins were soon felt that they were different. Small last of an American family of 9 children, they felt apart in their bubble. They were quickly aware that the course they would do in life, they would do it together. The two brothers built their own universe, are attracted to color, music and fashion, or rather what they perceive from their native Canada. They have fun with clothes shrink their sisters and dream fashion designers.
At 14, they decided – with the agreement of their parents – to fly to an environment more conducive to the outbreak of ideas and the development of their somewhat unusual personality. So they go to study in Toronto. In the spirit of Dean and Dan, things are already clear: this is fashion that interests them and what is it that they will speak. Their diploma of pocket studies, they take summer courses at the Parson School of New York.
Therefore, their work on the axis sportswear, sportswear but a revamped from top to bottom, a mix between electro influence, sexy attitude and urban modernity. The head of International Ports – who is the father of one of their friends – is seduced by their creations, and offers them to work for him on the sportswear line of the house. Dean and Dan Caten accept and for six years, with blows details diverted and reinterpreted wisely, they will regenerate the dying line that had been entrusted to them. They made their weapons and develop their technical working duo.
However Ports International eventually file for bankruptcy, and the Caten brothers must question their future. They decide when it is time for them to start their own label in Toronto. They have a taste for performance and convert their presentations into real shows. They dance girls out of the room, broadcast thousands of leaflets in the city, dress mannequins half of their cats … all looks like anything but a fashion show.
They could stay put or go to New York, but they refuse to be imprisoned by borders. They want to present their creations, their world on an international level, and therefore decided in 1991 to leave for Milan. For 3 years they will live hard times: they do not speak the language, no one trusts them, they do not find money to finance their projects …
It’s acknowledging that the ready-to-wear Italian men not satisfied absolutely not, they decide to launch a men’s line, whereas previously they had only woman. They only have so little money and are forced to use the system D: they scroll their friends, arrange with the sewing workshops … In 1994 DSquared² was born: D for the first letter common to their names and “Squared²” which could be translated as “square”.
Despite the cold reception that receives the collection, it is nevertheless purchased. The two brothers are advocating the image of a man freed from the conventional dictates of fashion and offer him a colorful wardrobe and underground. In the following, the Caten manage to get funding and develop their concept. The twins are unknowingly at the forefront of this trend will sweep a few years later on male fashion: that of the metrosexual.
They point to a valuable man, but virile, who takes care of his body and that looke forward. The Caten make their shows full-fledged events, awareness of their show just keeps growing, their jeans line the envy and in 2003 they signed a contract with our site. They then have the blessing of a master in jeans and provocative imagery … In 2003, they develop a women’s collection that has the motto “Fun and sexy.” The show has more of a supermodel (including Naomi Campbell and Eva Herzigova…) and ended with a Christina Aguilera striptease that picture very well the concept of the show.
Stars begin to look seriously at this explosive duo: Madonna control their costumes, Lenny Kravitz the plebiscite while Karl Lagerfeld carries their jeans. DSquared² becomes the hype brand ruffed sphere of fashion. And if at the time they are not yet known to the general public, exclusive boutiques around the world – from New York to Tokyo – already broadcast their collections.
Their approach to US-Italian garment, playful and ultra sexy, common to all its collections (whether for male or female line), seduces and intoxicates fashionistas. Indeed, if their creations are full and without concessions, they are in their own way, allowing them to be mixed with any other parts of a basic wardrobe. Moreover, their mantra – which can be summarized to “create clothes that you would wear” – allows them to make their often highly desirable collections.
The twins from Canada do not hesitate in their shows to make multiple nods to the Far North, but without ever losing the desire to spread the image of a woman who looke to toe head every day of the week, and every month of the year. They imagine their muse casual, seductive, intelligent, sensual, athletic and mindful of its allure.
Nevertheless, they are quite aware that their about in fashion will not be unanimous, and it suits them very well. Dean says about that it takes to everyone and it is normal that we can hate them, because some of the fawn. Their uniqueness, their trendy duo has made them one of the biggest claws in the Milanese fashion and beyond…
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