Fragrance house

DSquared

Dean and Dan Caten, twin brothers from Toronto, began their fashion careers at Parsons School of Design in New York in 1984. After moving to Italy eight years later, they presented their first men’s collection under the DSQUARED2 label in 1995. The brand’s identity combines Canadian iconography with refined Italian tailoring, playful sensuality, and contrasts between sporty and glamorous, masculine and feminine. Its public identity is summarized by the phrase “Born in Canada, Made in Italy.” An early visibility milestone came in 2000, when the brothers designed costumes for Madonna’s “Don’t Tell Me” video, followed by costumes for her Drowned World tour in 2002. DSQUARED2 marked its 30th anniversary with its Fall/Winter 2025 collection and Milan runway presentation. Its fragrance line began with He Wood, launched in Italy in autumn 2007; the scent was described in 2018 as more than a decade old and well known to DSQUARED2 fans. Euroitalia acquired the fragrance license that year, relaunched the Wood project, and later announced Original Wood in 2022. In January 2026, DSQUARED2 and OTB-owned Staff International renewed their long-term licensing agreement after more than 20 years of collaboration on ready-to-wear.