Canadian Nature in the He Wood fragrance and Flagship Store

11/17/07 01:00:26

Twelve years after the brand foundation, designers and founders of the fashion company DSQUARED², the Caten twins Dean and Dan opened the unusual store in no. 4 Via Very in the Heart of Milan, Italy, inspired by nature and wood as a material and designed in the cooperation with the Storage studio (with the participation of the twins as well). The store is opened in cooperation with the prestigious partner GH Mumm.

The complete shop is inspired by their home country, Canada, and its nature. About their new shop they state that it has been designed to create the “homely feeling in which the Canadian wood is being cut with the Italian design.” The shop was officially opened during the Fashion Week in Milan in September 2007.

The unique “wooden” store sells the fashion collections for men and women, accessories, shoes and the new perfume He Wood which has been presented in 2007.

He Wood is the first fragrance of the DSQUARED² Company, carrying the aromatic wooden chords. Being led by their motto that “perfume is never to enter the room before you do” this particular fragrance is made in the spirits of their philosophy which is dominated by contrasts and desire that the perfume “whispers” in the rhythm of the nature.

Canada and Canadian nature were the inspiration for the fragrance. In their first perfume the wood is celebrated as both the element and ingredient and is included in the composition and bottle design as well. It is addressed to a modern man who seeks nature and natural notes and is a free spirit.

The fragrance is designed by Daphne Bugey from Firmenich, creating the high notes from the flowers and leafs of the violet combined with the aqua notes. The middle notes respire with wooden tact of vetiver and cedar, when the base carries the notes of the light fir-tree, amber and sensual musk.

The bottle is of modern, unique design with the square glass body framed with the natural wood (the Canadian Red Alder wood). It is available in the doses of 30, 50 and100ml and 100 ml after-shave balm.

Besides fascinating worldwide popularity of their products, the exclusive and expensive shoe wear and fashionable garments it is interesting to mention that the twins designed the official2006/2007 uniforms for the football club Iuventus.

With that job they entered the football zone and produced 100 outfits for men and 15 for women involving every profession from manager, football players, coaches, and medical staff to workers at the stadium.

The main reason for doing that is because the designers think that the footballers are the leading fashion icons in the world and that they represent healthy life-style and the beauty from the other, more realistic angle.

As they like to say, this is only the first step of spreading their shops into the chain around the capitals of the world.

The material for the article is taken from the official Caten brothers site DSQUARED²

Author: Sandrina (sandrina_bambina)
Fragrantica Member