DSQUARED²

DSQUARED² is a fashion and fragrance brand created by Canadian twin brothers Dean and Dan Caten. Various brand and distribution sources note that the DSQUARED² label was launched in 1995, building on the brothers' earlier fashion experience in New York and Italy. The company is headquartered in Milan and uses the motto "Born in Canada, Living in London, Made in Italy" to highlight its Canadian roots, London lifestyle and Italian production.

The brand entered perfumery in 2007, according to fragrance distribution partners, expanding its fashion-driven image into scent. Early releases such as He Wood (2007) and She Wood (2008) established a clear identity focused on woods, freshness and outdoorsy accords, often referencing Canadian forests and natural landscapes. Later lines like Green Wood and Red Wood continued that theme while adding more modern citrus, spice and amber nuances.

DSQUARED² fragrances are positioned as designer scents with a youthful, slightly provocative edge: bottle designs often feature clean, graphic lines, and names emphasize wood, nature and color. The range spans everyday eau de toilettes, more intense flankers and seasonal limited editions, generally at accessible designer pricing. Collaborations with major beauty licensees and wide distribution in department stores and online retailers have helped the brand build a stable fragrance catalog alongside its ready-to-wear, denim and accessories.