Duet Dsquared2

“Two creative brains, two imaginations, two luggage of knowledge and skills and two physical forces” - this is what designers and owners of the Dsquared2 brand Dean and Dan Keiten say about themselves.

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The North American or Canadian irony of perception of reality plus the traditions of Italian tailor's art - this explosive mixture has been igniting for the second decade in fashion shows. The authors of these spectacular, vibrant and impulsive collections are two inseparable twin brothers, in fact, self-taught, more precisely, who studied the art of design while working in a fashionable clothing factory. They were born in Canada in 1964 in a family of Italian and English. At first, the design duo became famous in Canada, and from there went to conquer Europe. In 1994, the brothers presented their first men's collection in Milan, and in 2003 they added a female line to the male line.
"You don’t like everyone, so you need to create what you like," - say the brothers. "We sewed first of all for ourselves, satisfying our own needs and interests." And somehow it happened that many other people liked it ...
The brothers had excellent taste since childhood. The family was not rich, the five older sisters did not have a special ability to dress beautifully, so Dean and Dan had to show miracles of ingenuity. They constantly tried in every way to improve the appearance of their own and their sisters. And so successfully that others paid attention to these abilities when they were at school.
The twin brothers had enough money only for summer courses in Parson's School of Design. In 1990, they got a job inPorts international (now - Ports 1961), where the knowledge gained on the production of clothing was immediately put into practice - this was their professional training. The owner of the brand, Luke Tanabe, taught them the art of tailoring, a sense of proportion, building shapes, and varied finishes. And imperceptibly, gradually made them professional designers. When the brothers were 19 years old, their first author’s collection was already launched into production. The brothers worked at the factory for 6 years, until the moment when the owner changed.
By that time, the brothers had already become famous in Canada and decided to take more serious steps in the fashion business.
At first they worked for small companies, leaving time to work on their own collection. Three years later, at 30, Dean and Dan spent all their savings on tailoring and displaying their own collection; they rented a tiny pavilion at a ready-to-wear exhibition in Paris and found their first buyers.

Impeccable cut, emphasizing masculinity, "chic and steepness" (according to the brothers) distinguished their collection from others. Nevertheless, they had to make their way to another level for a long time - to the world famous brand. After all, the legendary brands are reluctant to give their place to beginners. True, Dsquared2 began with a men's collection, where competition was noticeably lower. (So ​​far, 60% of Dsquared2's sales are men's clothing and accessories.) And by the time they began their rise to fame, there was a boom in designer clothes in the world. However, brothers still do not take care and discretion. Before launching the women's line, they made sure with nine trial models that it would arouse interest.
It cannot be denied that at some point the creative duo was just lucky - the trio together with Madonna brought them world fame. In 2001, the brothers presented on the catwalk jeans, "splattered with dirt," with a lowered waistline. A few years later, Madonna asked to sew the same for her video.
Contrary to the first impression, the Dsquared2 brand is focused not only on people with creative professions. The brand also represents a large number of perfectly tailored men's suits, classic at its core.About their women’s clothing, the brothers express themselves as follows: “nothing fundamentally new.” I would still allow myself to disagree, because here the brothers' unique talent brilliantly combines impeccable Italian cut and American (Canadian) sloppy, slightly ironic chic and glamor. What could be more attractive for a creative, accomplished person ?!
Photo: catwalkpix.com, images / de, PR.
The material was prepared by Elena Karpova.

Watch the video: Dsquared2 SpringSummer 2013 ft Jedward & Michael Buble. Milan FW hosted by Hofit Golan. FashionTV (December 2024).