Dsquared2, The birth of a fashion brand


DSQUARED2 is a sexy, romantic, wild, Italy brand that makes people love and hate.Dsquared sale founded by Dean and Dan Caten (born Dean and Dan Catenacci), twin brothers, So far, more and more attractive to young people.

The DSquared2 brand is loved by many Hollywood stars. Its representative character is Brad Pitt. DSquared2 is therefore highly sought after among young people in Europe and America, and the enthusiasm is increasing.

In 2006, the brothers were chosen to design the new official uniforms for football team Juventus. In March 2008, the actual Catens signed an agreement to create sunglasses with Marcolin, an Italian sunglasses and spectacle manufacturer.

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 experienced 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.

Iconic Products

  • Dsquared jeans sale
  • sneakers for male
  • studded leather biker
  • tuxedo


The Caten brothers host their own radio program called Dean and Dan on Air: Style in Stereo, it features a variety of music (including soundtracks from select DSquared2 runway shows), along with celebrity interviews, fashion and political discussions. The Caten brothers co-hosted and judged Launch My Line, a competition reality show. They have been featured on America’s Next Top Model and they appeared in the music videos for singer Fergie, The Black Eyed Peace.


The Catens were awarded the 2003 GQ Men of the Year Breakout Design Award. In 2006, they received the Golden Needle Award. In 2009, it was announced that the duo would receive a star on Canada’s Walk of Fame  in Toronto.

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

Association words with brand when you hear 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 brand’s 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 kidswear.

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.



In June 2007, the first DSquared2 Outlet was opened in Milan’s fashion district. Stores also have opened in St. Moritz, Athens, Capri, Mykonos, Istanbul, Kiev, Cannes, Singapore, Paris, Nikosia and Hong Kong. Within March 2015, DSquared opened up their first outlet store in London. They also own the popular Milanese rooftop terrace with pool “Ceresio 7”. Shop design always reflects the brand’s DNA, always are created in wood and are casual sophisticated.

The Dsuqared2 brand style has always had a young and lively, sexy and unyielding trait. There are many costumes that are definitely worth emulating. The conflicting style is absolutely eye-catching in the crowd. In Italy, Dsuqared2  is a kind of personality and fashion.


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