MILAN — The Dsquared fashion brand is celebrating its 15th birthday this year with the fall launch of a men's scent called He Wood, the house's first fragrance.
"We decided to start with a men's scent because that's how the label began," said Dan Caten, who founded and designs the Dsquared line with identical twin brother Dean Caten, in an interview at the brand's new flagship boutique in Milan.
With its wood-encased flacon and prominent woody notes, He Wood draws on the designers' Canadian roots.
"He Wood has core notes that represent Canada, who we are and where we come from," said Dan Caten. "It's so personal."
"Now you can smell us," quipped Dean Caten.
He Wood will be launched this fall in 2,900 doors in Italy, Germany, Austria, the U.K., Portugal, Greece, Russia and Eastern Europe, Spain, Canada, the Middle East, Japan and Indonesia. The scent will then be rolled out in April to the U.S., Asia, other European countries and Central and South America.
Roberto Martone, president of ITF, which announced a fragrance manufacturing and distribution license with Dsquared in spring 2006, said the fashion brand's perfumes would be launched under a highly selective distribution plan.
"We chose doors that are in line with our strategy to grow the brand gradually over a long period of time," said Martone. "Those doors we will be in, we have an agreement that will ensure the brand's position, visibility and presence in store."
Martone said he expects He Wood to register 15 percent of its first-year sales volume within the first four months of its launch. Though he wouldn't discuss that number, industry sources estimate that He Wood could rake in $20 million in retail sales in its first year on the market.
Martone added that Dsquared, in conjunction with ITF, had begun working on a follow-up women's scent, set to launch in fall 2008.
"We worked so well together creating this scent," said Martone. "Dan and Dean are both extremely creative, intelligent and really in tune to what the consumer is attracted to. They are attentive to all of the details and that's what counts in this business."
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