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DSquared2 Just Opened Its First Store In Mayfair

April 2, 2015

FashionNews | by Danny & Josh


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At an impressive three stories, DSquared2 are adding to the Mayfair streets with a brand new store. With dark interior, floor to ceiling shots of Canadian forests and lighting fixtures resembling horns of a stag, this store couldn’t be more masculine. In fact the only colour in the interior is that on the side of mid-century-inspired gold chairs. The clothes dress the space, especially with neon collection – neon pink tuxedos and red print suits popping against the black backdrop.

It was only last week we saw Balmain open just off Mount Street and now DSquared2 are settling in on the corner of Savile Row and Conduit Street. I am yet to mention that a whole two stories are dedicated to menswear – finally we are no longer hidden in the basements. The ground floor contains DSquared2’s main line collection including underwear, accessories, the new season’s tailoring and the bright pink dinner jackets. Downstairs you will find a more casual look including their selection of denim, trainers, hats, fragrance and eyewear.

DSquared2 always cater for every man whether you’re looking for a double-breasted suit, a casual rucksack or even a pair of simple buckled boots. One more floor to go and we have womenswear. The top floor features a capsule line of cocktail and evening gowns a plethora of brightly coloured handbags and of course heels, lots and lots of heels.

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Mayfair’s shopping has always been about heritage, luxury and tradition but by the looks of it we are going to see a lot more contemporary designers moving in to Mayfair. This end of town is seeing a rise where traditionally these stores would open in Knightsbridge. It is no surprise however that the ratio of menswear to womenswear in this store is higher, for over five years now, the growth of the menswear market has outpaced that of womenswear. The menswear market is changing and with change comes the more contemporary brands moving in next door to the heritage brands. The younger generation of luxury cry out for contemporary unlike their predecessors – for it is our generation and we are ready for change.

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Danny Keeling, Creative Director