Inclusiveness and accessibility are the characteristics of a barrier-free streetwear brand. GCDS, created in 2015 after an experience in China, may consider a turning point for Giuliano Calza. In Shanghai he understood what he really wanted to do with his life. He welcomed his greatest passion and started to create a brand animated by manga, cartoon, TV series and 90s icons.
I put Mrs Fletcher in the sweatshirts because I watched her on television every afternoon after I returned from school. It literally means to animate a piece of clothing with your life and experiences. GCDS thus becomes a large mixture of elements, apparently inconsistent, but the truth is that this mixture is Giuliano.
This brand tells the story of a brave designer who is not afraid to dare and associate fashion with the colorful and irreverent world of manga and cartoon. Collaborations with Walt Disney, Hello Kitty and Pokemon have made its collections unique, distinguishing them from all the others. Collections that bear the name of GDCS, an acronym for God Can’t Destroy Streetwear, but which also identifies the acronym of the designer Giuliano Calza Design Studio. However, it does not matter what the real meaning is, but far more important is its ability to connect with the taste and life of people. It exactly reflects the lively and cheeky attitude of millennials. A brand that has the increasingly strong need to stand out from all the others and to feel special. Ironic and Distinctive, it remains accessible to all by pursuing a policy of strong inclusion.
For many, streetwear is a style made of contamination, based on a sense of exclusivity, for Giuliano Calza a world without codes, which precisely for this reason nobody can ever destroy. Feeling special and different is now a possibility for everyone. The strength of this stylist is being able to speak the same language of his target. Calza manages to scream with extravagant colors and shapes an iconic and multifaceted style. The ability to convey his voice outside the choir, through famous influencers, has speeded up the spread and appeal of the brand. Chiara Ferragni, Gilda Ambrosio, Anna Dello Russo, Bella Hadid and Kim Kardashian are just some of the celebrities who have contributed to giving GDCS a clear and distinctive face.
Giuliano’s interest in organic design can also be found in the advertising campaign created with Barilla and Sophia Loren. A project that reflects the organic and interconnected mood of GDCS. The spot interprets the Made in Italy spirit with a capsule collection where the shocking pink pack of the iconic pasta brand is the protagonist. From Naples to Hollywood a large table brings together the legendary Sophia Loren with important celebrities, and it recreats the most inclusive situation that can exist: the pleasure and the union of the table. Barilla in pink with GDCS thus becomes the realization of Giuliano’s desire to do something unique with the clothes of the union. An initiative that a reflects an atypical, inconsistent and eccentric tradition that makes us all feel part of the same large family.
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