Known around the world for its playful, witty and innovative style, international fashion house DSQUARED2 sought out a new online experience that would capture the brand’s values and vision, immerse new and loyal customers in the DSQUARED2 lifestyle, and enable any user an easier way to search, explore and buy on any device.

Knowing that its main audience had become increasingly mobile and digitally-savvy, DSQUARED2 came to Code and Theory to challenge its thinking on how design, content and technology can be used to best engage its target audience.


A Transformative and Modular Approach

A transformative and modular approach allowed the new DSQUARED2 website to change with every new season.

Colored modules reflective of collection and campaign imagery were utilized on the main pages to create an immersive and exciting experience for every user.

Designing with a modular system not only allowed us to cater to multiple content types, but it also enables DSQUARED2 to manage future progression of the platform.


Founders Dean & Dan at the Heart of the Website

The brand wouldn’t be without Dean and Dan Caten, the identical twin brothers, founders, and owners of DSQUARED2.

They are the visionary leaders and the living embodiment of the brand, and loved by fans of DSQUARED2 around the world.

Our goal was to capture their stories and experiences as a means to reconnect fans and introduce new customers to the brand’s history and larger-than-life persona.

Wherever possible, we incorporated Instagram modules that gave users an insight into the DSQUARED2 lifestyle. By showing looks and garments in a real-world setting—with Dean and Dan at the center of all the action—users could get a behind-the-scenes peek into the DSQUARED2 lifestyle.

We wanted to engage our customers through editorial content and allow them a window into the DSQUARED2 world. Code and Theory helped us do just that.
Mr. Dean and Dan Caten | Founders, DSQUARED2


The Content

The company and its founders, Dean and Dan, have creative interests wider than fashion.

This presented an opportunity to integrate engaging lifestyle content throughout the site. By including categories like music, art, cinema, food, and travel, users could get a better idea of the brand’s personality beyond its fashion sense.

We brought together all this material in a “Brand” section on the website, where users could browse through editorial content, interact with imagery, and even watch a live stream of a DSQUARED2 fashion show. To encourage social activity, each piece of content was shareable.

The result? A sophisticated, editorialized design that allows the international fashion house to express its true self online.

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  • Code and Theory

    Webby Awards

    2022 Best Magazine – Websites and Mobile Sites
  • Code and Theory

    W3 Awards

    2021 Best in Show General Websites-Associations
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    Ad Age

    2020 Agency A-List

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