A stone's throw from the Cimitero Monumentale and equidistant from Chinatown and Isola, Via Ceresio has been home since September 2010 to the headquarters of Dsquared2, a notorious ready-to-wear success story of the past twenty-five years. Once past the porch, the brand's creators, Dean and Dan Catenacci, known as Caten, have two options. Join, on the left, their three-storey Milanese pied-à-terre. Or, on the right, their offices and creative workshops in a building also dedicated to pleasures since it contains, in the basement, a large gymnasium, a Biological Research spa equipped with state-of-the-art thalassotherapy, balneotherapy and cryotherapy equipment and, on the roof, a panoramic restaurant flanked by two swimming pools. Fitted out by the architecture firm Storage Associati, with the help of Dimorestudio for the design of the restaurant and the terrace, this place whose lobby – adorned with video images and a dedicated playlist – gives the “the”, is to the image of its owners.
Famous for their ripped jeans adorned with paint stains or embroidered with badges, Dean and Dan Caten have much more to offer in their 85 points of sale scattered around the world: suits, dresses, shirts, polo shirts, skirts, down jackets, sneakers, sunglasses, leather goods, perfumes… they dress and accessorize men, women and children in all circumstances. Like their competitors, they do not sell only clothes but a lifestyle, amply documented by the television programs dedicated to them or that they produce themselves, under the title Catens Uncut, either “ The Caten in an uncensored version”. In these videos, viewable on YouTube, the duo dressed to the nines and sporting Ultra Bright smiles, seems as comfortable in their workshops as on the dance floors. In this global era, where the unsurpassable horizon of happiness consists of earning millions, taking selfies in the back of a limo, partying in Ibiza and Mykonos, and posting it all on social networks, the Catens embody brand them as a person. And for good reason: the fact that they were born a few minutes apart, on December 19, 1964, doubles the image of their success, even if they are far from being identical and willingly bend to the game of separate interview.
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Less exuberant and beefier than Dean, if we believe the report Mykonos: the madness of the Greek islands, broadcast in 2014 on M6, Dan Caten crosses the high bronze doors which give the presidential office the appearance of a fortress, and s settled into a leather chair. He wears an orange-ocher and bottle-green lumberjack shirt, with a tie, over tight-fitting ocher trousers and ankle boots. Unlike Dean, this eternal young man, with azure eyes, does not smoke and trains every day at the gym. Once the heavy doors are closed, he recounts their childhood in Willowdale, about twenty minutes from Toronto, the most populous of Canadian cities. “We only had two bedrooms: one for the four boys, another for my five sisters, and it was my father and my grandparents who raised us. With Dean, we had invented a little code to communicate between us. We sang all the time, songs by Neil Diamond, Grace Jones, Donna Summer, we loved fashion, and we did a thousand things with the fabrics and buttons that my father had brought back from his store. Our passion for clothes comes, no doubt, from the fact that, being the youngest of the family, we never bought any, we wore those of our older brothers. My father wasn't around very often and my grandmother taught us how to make bread, lasagna, pizza and doughnuts. We were responsible very young, we cleaned the house, did our laundry, without ever arguing.
