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Nicola Mira
May 19, 2023
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Dsquared2 throws big party to fête junior line's 10th birthday

Translated by
Nicola Mira
May 19, 2023

Dsquared2 Kids is celebrating its 10th birthday this year. For the occasion, the luxury label by Canadian twins Dean and Dan Caten threw a huge party in Milan on Thursday, inviting some 400 guests, including 100 very lively kids, to the Vigorelli Velodrome, where it was fun and games galore. The anniversary was also marked by the launch of a special capsule collection for Spring/Summer 2024, with bright colours centre-stage.

Dsquared2 invited about 100 kids to celebrate the 10th anniversary of its junior line - Dsquqred2

The collection includes sweaters, leggings, shorts, jeans, polos, poplin shirts, cute little dresses and suits, available in white and in a speckled mix of fuchsia, orange, yellow, green and turquoise, all with bright yellow neoprene labels. To riff on the chromatic theme, the label asked the kids wearing white to have fun with a set of dyes, adding bursts of colour to their outfits. It was a highly Instagrammable event, ideal for social media posting.
Dsquared2’s junior line was launched in June 2013 at the Pitti Bimbo show in Florence. It currently accounts for 11% of the label’s sales, which in 2021 were worth €275 million. Over the years, the line has been extended to include a wide range of backpacks, bum bags and other small bags, hats, belts and sneakers. Dsquared2 Kids is produced under licence by Brave Kid, the childrenswear specialist owned by Renzo Rosso's OTB group. The latter, via its manufacturing arm Staff International, has since 2002 been the licensee of the luxury label created in 1995 by the two designers.

The children's line was launched to respond to growing demand by the label’s clients, keen on a Dsquared2 total look for the whole family. The line is addressed to babies from three months to three years of age, and young boys and girls aged between four and 16. It is designed in the label’s signature style, with the fun, tongue-in-cheek vibe typical of American childrenswear. “The children's collections reinterpret the most iconic, best-established items of our adult range in a more playful version, in which Dsquared2’s ironic touch, colours and aesthetics are re-styled with a junior mood,” the two designers told FashionNetwork.com.
The junior collections consist chiefly of casual clothes, with sweatshirts priced at €190, blouses at €140, water-proof jackets at €300 and assorted trousers at around €300, while a pair of distressed ripped jeans can cost up to €550.

Denim and outerwear are the line's best-selling categories, with boys’ outfits more popular than girls’. “Our collections have become increasingly fluid. We’re trying not to differentiate too much between boys and girls,” said Dean and Dan Caten. “Sales levels are consistent with the current trend in childrenswear, a segment that’s really buoyant,” they added.


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