In 2015, when Giuliano Calza and his brother, Giordano, founded the contemporary brand GCDS — an acronym for God Can’t Destroy Streetwear — hoodies were taking center stage on the catwalk and the streetwear wave started building.
Debuted as a digital project collecting all the things they loved and highly informed by a Nineties-inspired, underground aesthetics, GCDS has quickly become part of the Milanese new guard.
“The company’s growing and I’m pushed to improve in terms of production and partnerships. At the beginning I could rely on a few styles, a few fabrics, but from my previous experiences I learned how to exploit every cog in the wheel,” said Giuliano Calza, referring to his earlier stints in international relations, marketing and communications. Calza explained that, in addition to his seasonal obsessions, such as Japanese Maneki-Neko cats or Pokémon characters, “curiosity is what drives me, enabling me to imagine and introduce novelties, product or marketing ideas, things that excite me.”
The brand, which closed 2017 with revenues of 10 million euros, added a children’s wear line under license with Apulia-based kid’s wear specialist Daddato SpA and a beauty range in partnership with color cosmetics supplier Intercos. In 2019, GCDS will unveil its first flagship stores outside Italy, with banners bowing in Hong Kong; Chengdu, China, and London.
Although the longevity of logo sweatshirts, pop prints and colorful track suits has yet to be determined, Calza is confident he has already cemented a strong relationship with his customers. “I’m challenged to keep consistency between me and the people wearing GCDS, organically establishing a communicative link among us…to grow ideas and build a community. I’m committed to growing GCDS as a brand with its own heritage leaving a mark in the audience,” he said.
Calza also would like to promote humanitarian initiatives with the brand. “I’d like to have a place to welcome people, a GCDS house to accommodate a library or a study hall,” he explained, underscoring his commitment to support underprivileged youth in the future.