• Address: 3720 Las Vegas Blvd. South, Las Vegas (the Shops at Crystals)
• Phone: 702-790-2448
• Website: dsquared2.com
• Hours of operation: 10 a.m.-11 p.m. Sunday through Thursday; 10 a.m.-noon Friday and Saturday
• Owned/operated by: Dean and Dan Caten
• In business since: April
Describe your business.
Our approach to fashion is a mix of heritage Canadian iconography, modern Italian tailoring and playful sensuality. We like to meld together contrasts: sporty and glamorous, laid-back and extravagant, and masculine and feminine. Our motto is “Born in Canada, Living in London, Made in Italy,” and we love to be a bit daring and creative with designs to distinguish ourselves from other brands. We produce both men’s and women’s ready-to-wear, shoes and accessories, and combined our men’s and women’s shows for our first co-ed show in January.
Why did you choose Las Vegas?
The U.S. is an important market for us and we’ve been trying to expand our business here over the past three years. We had one store on the West Coast in L.A., so it was time to add another one. And Las Vegas is such a fun, vibrant city, where anything goes with fashion. We love how people express their individuality when they’re here.
What type of consumer does your store attract?
Of course, we get the luxury shopper looking for a unique piece, or customers looking for staples from our collection, like denim and leather. We like to offer a variety, from casual to red carpet, so customers can really create their own looks and individual expressions.
When did you know you wanted to be fashion designers?
We always knew. We started in tailoring suiting and expanded from there into denim, and then into everything else.
What have you learned from working with musicians, celebrities, and artists from all different walks of life?
It’s always a fun experience. And luckily, it always turns into a seamless collaboration — they’re usually familiar with the brand and have their own ideas about what they want, and we work with them to create looks that are true to themselves, but still have the DSquared2 DNA.
Have you ever been star-struck?
It’s always a pleasure and a bit of an unknown anytime you first work with anyone. Not star-struck, but in a matter of finding your rhythm in working together. We’ve been fortunate to work with such stars as Madonna, Rhianna, Nick Jonas, Dwyane Wade and Ricky Martin. It’s always a positive experience.
What is your business philosophy?
We want to create pieces for all types of people and be accessible everywhere in the world. Expansion is really at the top of our list right now, and we hope to grow the U.S. business even more over the next few years.
Does Las Vegas have the potential to be a fashion hub? What would it take for the city to increase its relevancy in the industry?
Las Vegas is a unique city since there is a such a range of people and different styles, so there’s always an opportunity for fashion to really evolve there. Maybe if Las Vegas owns the idea of being someone else when you’re there and really creating a new individuality, then it could be an unconventional idea from the typical fashion capitals.
What obstacles has your business overcome?
As fashion has evolved over the years, you always must adapt your business to the new business models, or trends, or digital advancements, which is an obstacle every now and then. You want to stay relevant in the marketplace, but also true to your brand’s DNA.
What is the hardest part about doing business in Las Vegas?
Learning our customer and seeing what people are most interested in — if it’s a cocktail dress for a night out or swimsuits for the pool.
What is the best part about doing business in Las Vegas?
There are people visiting from other countries or parts of the U.S., but then again there are celebrities and entertainers performing or who call Vegas their home. You never know who you’re going to see or who might stop by.