DSquared2 at Mister Spex

As different as Madonna, Christina Aguilera, Justin Timberlake and Rihanna’s music may be - they have one thing in common: their enthusiasm for the cult label DSquared2. The label, founded in 1994 by Canadian twin brothers Dean and Dan, is best known for its passion for experimentation. Colours, shapes and materials are joyfully brought together in unusual combinations to produce contrasting, witty and provocative looks.

However, success did not come quickly for the two designers. Having completed high school, the twins attended a summer programme at the famous Parsons The New Schools for Design in New York, where they discovered their creative talents. It was not long before that the two decided to realise their dream of starting their own fashion label. In 1991 they moved to Milan to connect with the fashion scene. Three years later, using their savings and with the support of Renzo Rosso, founder of the Diesel fashion label, they introduced their first 35-piece men's collection to the market. This was so popular that Dean and Dan brought in orders worth more than half a million dollars. DSquared2’s success story had finally started. The label won worldwide fame in 2001, when Madonna asked the brothers to design outfits for her video Do not tell and her Drowned World Tour.

In 2003, the brand’s portfolio extended to a women's line and in 2014 to a children's collection. As well as clothing, the product range today includes shoes, bags, accessories and, of course, glasses and sunglasses which perfectly reflect Dsquared2’s characteristic young and hip style.