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GCDS

GCDS, standing for Giuliano Calza Design Studio, is an luxury fashion brand specializing in clothing, shoes, and accessories that blend aesthetics with high-end craftsmanship. Founded in 2015 by brothers Giuliano Calza and Giordano Calza in , the brand originated from their avant-garde vision and experience in the fashion industry, initially drawing from Giuliano's background in and after working in and at Blumarine. The brand's name originally signified "God Can't Destroy Streetwear," reflecting its rebellious, playful ethos rooted in and manga-inspired elements, though it has evolved to emphasize Italian artisanal quality. GCDS is renowned for its ironic, cartoon-like designs, including bestselling items like the Morso heels featuring monster teeth motifs, which appeal to a global community of celebrities and young luxury consumers. With a focus on redefining new luxury through creativity and tradition, the brand operates boutiques in key markets such as , , and the , alongside an expanding presence. Since its inception, GCDS has achieved significant commercial success, reporting €25 million in revenue in 2023—a 20% increase from the previous year—and securing a majority stake from the Fund in 2020 to fuel international growth. By 2020, it had already reached €20 million in turnover, with 80% from wholesale across 370 sales points worldwide, and doubled online sales during that period through innovative shows. Headquartered in with a team of 55 and an office in , GCDS continues to prioritize expansion, including new stores in and , and collaborations like a 2025 partnership with Universal's .

History

Founding

GCDS was founded in 2015 in , , by brothers Giuliano Calza and Giordano Calza, who originally hail from . Giuliano serves as the , while Giordano acts as the CEO. The brand began as a passion project, with the founders producing an initial run of 100 logo sweatshirts and 100 pairs of logo socks in . These items were sold exclusively online, marking the brand's debut in the fashion market. Originally, the acronym GCDS stood for "God Can't Destroy ," a nod to its streetwear roots, before being updated to "Giuliano Calza Design Studio." From the outset, the vision centered on luxury that fused with playful, entertaining elements to challenge conventional norms.

Expansion and Milestones

Following its initial launch, GCDS marked a significant step in physical expansion with the opening of its first flagship store in Milan's Piazza Gae Aulenti in 2016, transitioning from a primarily digital presence to establishing a brick-and-mortar foothold in the city's fashion district. The brand began participating in major fashion weeks in 2017, debuting collections at both and , which helped elevate its international visibility and attract global buyers. In 2020, GCDS reached €20 million in turnover and secured a majority stake from the Fund to support international growth. Sales grew rapidly during this period, reaching €5 million in 2017 and doubling to €10 million in 2018, before climbing to €25 million in 2023, reflecting strong demand for its streetwear-infused luxury offerings. By 2018, GCDS had shifted from an online-only model to widespread wholesale distribution, with its products available in approximately 350 retail locations worldwide, including multi-brand boutiques across Europe, Asia, and North America. A pivotal moment came during the Spring/Summer 2019 Milan Fashion Week show, themed around science fiction and inspired by futuristic narratives like Total Recall, where models wore prosthetic third breasts as a provocative commentary on body modification and digital alteration. In 2019, GCDS expanded into beauty with the launch of its GCDS Beauty lipstick line, featuring bold, color-changing formulas like the THC shade infused with a pH-reactive ingredient that adapts to the wearer's chemistry.

Company Profile

Leadership and Structure

GCDS operates as a family-run enterprise primarily led by brothers Giuliano and Giordano Calza, whose complementary expertise shapes the brand's creative and commercial directions. Giuliano Calza serves as , overseeing the design vision and development of collections that blend with elements. In contrast, Giordano Calza acts as Executive Chairman (as of 2025), managing business operations, strategic growth, and financial aspects to ensure the brand's market positioning. This division of roles leverages Giuliano's artistic background in Italian craftsmanship and Giordano's acumen in commercial strategy, fostering a balanced approach since the brand's inception. The company's structure emphasizes a collaborative, youth-oriented culture that encourages innovation through a "Try and Test" , where team members experiment with ideas and incorporate real-time feedback to adapt quickly to trends. This approach promotes open brainstorming in a small, dynamic team environment, treating the organization like an extended family united by shared passions in and design. Headquartered in , , GCDS maintains its central hub for design and administration in the city, supporting a of approximately 82 (as of September 2025) while coordinating , including an office in .

Operations and Retail Presence

GCDS initially produced its garments in during its early years, reflecting the founders' experiences in , but transitioned to fully "" manufacturing by 2017 to emphasize premium quality and align with standards. This shift involved partnering with specialized factories across regions like the north and south, ensuring meticulous craftsmanship in every piece of . The now prioritizes local artisans and high-end production techniques, blending with the heritage of savoir-faire. The brand's retail network includes flagship stores in key locations such as —where the first boutique opened in 2016 at Piazza Gae Aulenti—, Hong Kong's K11 mall, and , alongside additional outposts in , , and . GCDS maintains a global presence through luxury multi-brand retailers like , Antonioli, and in major cities worldwide, distributing to over 250 points of sale. Complementing physical retail, the official e-commerce platform at gcds.com offers worldwide shipping with free delivery on orders over $400 and a 14-day free returns policy, facilitating direct-to-consumer access. GCDS's international expansion strategy focuses on strengthening its footprint in and , with significant investments in directly operated stores and wholesale partnerships to capture growing demand for . This approach has driven retail growth, including new openings in the UK, , and , while accounts for a substantial portion of sales alongside ; the continues to expand with new stores in and as of 2025.

Design and Identity

Philosophy and Influences

GCDS's design philosophy revolves around creating entertaining and playful that challenges conventional norms, encapsulated in founder Giuliano Calza's , "Why can’t be entertaining?" This approach prioritizes joy, irreverence, and humor as core elements, transforming clothing into a medium for amusement and self-expression rather than mere functionality. By infusing irony into its aesthetic—evident in the brand's foundational ethos of "God Can’t Destroy "—GCDS positions itself as a disruptive force in , encouraging wearers to embrace whimsy without sacrificing sophistication. The brand draws heavily from pop culture, sci-fi, and , blending nostalgic references to cartoons like Spongebob and with surreal, futuristic motifs inspired by and imaginative scenarios such as encountering playful characters. These influences foster an sensibility that merges high-end Italian craftsmanship with accessible vibes, promoting experimentation through a "Try and Test" culture that values bold, boundary-breaking ideas. Calza emphasizes innovation as a commitment to "smart" creativity without limits, often incorporating surreal elements in presentations to evoke and provoke thought. Rooted in heritage, GCDS combines the precision of "" savoir-faire with global trends, creating a free and inclusive universe that celebrates uniqueness and redefines luxury through irony and tradition. This fusion allows the brand to reflect contemporary youth dynamics while honoring artisanal excellence, as Calza notes the desire to prove that Italian roots can harmonize with worldwide cultural needs. The result is a conceptual framework that empowers self-expression, breaking stereotypes and inviting a diverse to engage with as an entertaining, evolving narrative.

Signature Elements

GCDS is renowned for its prominent use of the brand's across various apparel and accessories, serving as a core visual identifier that reinforces its identity. The often appears in oversized, embroidered, or printed forms on sweatshirts, hoodies, and T-shirts, creating a bold, immediately recognizable statement on casual pieces. This approach extends to accessories like bags and , where logo detailing integrates seamlessly into the for a cohesive . A hallmark of GCDS's aesthetic is the incorporation of playful motifs, including hearts, , and exaggerated graphics that evoke the concept of "toys for adults," blending with contemporary irreverence. These elements draw from childhood icons and pop culture references, manifesting in whimsical prints and appliqués that add a layer of fun to everyday wear. Such motifs appear recurrently, transforming standard garments into lighthearted expressions of . The brand frequently employs bold colors, oversized silhouettes, and ironic slogans in its offerings, contributing to a maximalist and provocative visual language. Vibrant hues like and metallic tones contrast with relaxed, voluminous shapes in hoodies, pants, and outerwear, while slogans deliver witty, subversive commentary on and . This combination amplifies the label's youthful, rebellious edge without compromising wearability. Surreal elements further define GCDS's style, with designs incorporating prosthetic-inspired forms and unexpected pop references to create an otherworldly allure. Features such as exaggerated, limb-like accessories or distorted motifs push boundaries, infusing pieces with a fantastical, dreamlike quality that challenges conventional norms. These touches appear in subtle yet striking ways, enhancing the brand's innovative profile. GCDS consistently blends high-end fabrics with casual, skate-inspired aesthetics, merging luxury materials like premium and with laid-back, urban silhouettes. This fusion is evident in elevated street staples—such as soft, loop-back jerseys paired with technical elements—yielding pieces that feel both refined and approachable. The result is a wardrobe that bridges high fashion and everyday functionality.

Products and Collections

Core Lines

GCDS's core product lines center on collections for men and women, presented seasonally during . These include Spring/Summer and Fall/Winter lines that emphasize essentials such as oversized sweatshirts, hoodies, and distressed jeans, often featuring bold logos and playful graphics to blend urban casual aesthetics with luxury fabrication. The men's wear collections draw heavily from skate and urban influences, incorporating elements like relaxed-fit trousers, graphic tees, and skate-inspired sneakers that evoke a rebellious, youth-oriented vibe. A notable example is the "Skater or Die" line, which highlights edgy apparel such as printed hoodies and cargo pants designed for a dynamic, street-level lifestyle. In 2018, GCDS launched GCDS Mini, a children's wear line for boys and girls aged 4 to 14, adapting signature adult styles like logo-emblazoned sweatshirts and jeans into smaller, playful proportions while maintaining the brand's ethos. Overall, the brand's product range spans , shoes, and accessories, prioritizing versatile, logo-driven pieces such as bucket hats, backpacks, and mule sneakers that encourage mix-and-match wardrobes rooted in contemporary . All core lines are produced in , ensuring high-quality craftsmanship.

Collaborations and Extensions

GCDS has actively pursued collaborations with pop culture icons and toy brands to extend its playful aesthetic into limited-edition products, often blending with nostalgic elements. These partnerships highlight the brand's affinity for whimsical, character-driven designs that resonate with younger demographics while maintaining its luxury positioning. In 2021, GCDS partnered with Mattel's to launch a collector series featuring customized fashion dolls and coordinating apparel. The collection included two dolls—Sasha and Yasmin—redesigned in GCDS's signature street-luxury style, complete with heart motifs, bold prints, and accessories like hoodies and boxers that mirrored the brand's core motifs. This emphasized empowerment and fashion-forward play, available both online and in select GCDS stores. The brand's 2022 collaboration with Toei Animation's anime series introduced a capsule collection for Spring/Summer 2022, inspired by the 's adventurous themes and characters from arcs like Fish-Man Island. Items such as t-shirts, hoodies, socks, and hats incorporated pirate flags, character portraits, and nautical graphics, transforming anime elements into wearable streetwear staples. Unveiled during , the line catered to manga enthusiasts and expanded GCDS's reach into global pop culture fandoms. In 2025, GCDS teamed up with Mattel's for a high-fashion and apparel extension that miniaturized scenes into collectible playsets and . The partnership featured a limited-edition compact playset depicting Milan-inspired vignettes—like a , cart, and spot—accompanied by micro dolls and a capsule of nostalgic, pop-infused garments with details and bold prints. This integration of aesthetics into underscored GCDS's ongoing exploration of childhood fantasy in adult fashion. GCDS's line with Sanrio's fused culture with the brand's irreverent motifs, resulting in a collection of apparel and accessories like cropped sweaters, bikinis, and printed tops adorned with heart-eyed Kitty graphics and 3D embroidery. Launched as part of celebratory events, including a 2024 bakery pop-up with -themed treats, the collaboration extended to experiential activations that blended fashion with confectionery whimsy. In early 2025, GCDS released a capsule collection inspired by ' 2024 film from and , as part of its Fall/Winter 2025 runway. The gothic-pop line featured limited-edition graphic t-shirts, apparel, and accessories evoking dark, theatrical energy with neon accents and punk influences, continuing the brand's fusion of and . Beyond apparel tie-ins, GCDS ventured into beauty with the 2018 launch of GCDS Beauty, starting with a line . The initial four shades—named provocatively as "THC," "Hype," "Blinghoe," and "Slutty"—featured bold colors and innovative formulas, such as pH-reactive elements for color-shifting effects, marking an early extension into that aligned with the brand's edgy, youthful ethos.

Impact and Reception

Critical Acclaim

GCDS has garnered positive feedback from fashion critics for its bold and innovative runway presentations, particularly during . The Spring 2019 "Futuro Beach" collection, with its optimistic, neon-bright aesthetic amid global uncertainties, was lauded by WWD for delivering wearable, fun pieces like logoed terry cloth beachwear and fluorescent accents that maintained the brand's punchy ethos. Since its early days, GCDS has been recognized as a rising force in by key publications. In 2016, The Blonde Salad spotlighted the label as a "designer to know," praising its high-quality , attention to detail, and innovative digital communication strategies that positioned it as a standout. WWD has provided consistent coverage through detailed collection reviews starting from the brand's initial runway seasons, underscoring its evolution within the industry. Critics have acclaimed GCDS for skillfully blending with , often through playful, entertaining elements that appeal to a broad audience. A 2024 feature explored this approach, quoting Giuliano Calza on the question, "Why can’t fashion be entertaining?" while highlighting the Autumn/Winter 2024 show—styled by —as a sophisticated fusion of childlike whimsy and mature tailoring, such as the "toys for adults" motif. This coverage emphasized the brand's commercial viability in creating desirable, logo-infused pieces that bridge high-end design and everyday wearability. While GCDS has not received major , its sustained invitations to prestigious events serve as a strong indicator of industry acceptance. The brand has been a fixture at since 2016, presenting collections that evolve its signature style, and made a notable debut at in 2017 with a whimsical, Capote-inspired show. coverage has also tracked GCDS's impressive growth trajectory from a niche player to a substantial . By , the label achieved €25 million in , reflecting a 20 percent increase from the previous year and signaling robust expansion in sales across and the .

Cultural Influence

GCDS has significantly permeated contemporary fashion culture through its adoption by high-profile celebrities, enhancing the brand's visibility and aligning it with global pop culture narratives. wore custom GCDS pieces, including a pink latex coat, jumpsuit, gloves, and boots, in her July 2022 cover shoot, while also incorporating the brand's fall 2022 looks into her visuals and ensemble. has been spotted in GCDS items such as knee-high boots and a patched bomber jacket during off-duty moments and airport arrivals, further embedding the brand in street-style conversations. attended the GCDS runway show at in a sheer lace catsuit from the brand's collection, and she has also donned signature pieces like the SpongeBob-printed jacket. incorporated GCDS athletic wear, including a black essentials crop wind jacket, into her Mayhem Ball Tour performances in 2025, showcasing the brand's versatility in high-energy stage contexts. The brand's influence extends to youth and culture, amplified by its robust presence and playful integrations into pop phenomena. With over 700,000 followers as of late 2024, GCDS leverages the platform to share ironic, meme-inspired content that resonates with Gen Z audiences, fostering a community around its subversive takes on . This digital engagement has positioned GCDS as a key player in the revival of "" , blending artisanal craftsmanship with humorous, youthful aesthetics that challenge traditional fashion norms. Founded in 2015 as a antidote to conventional —originally acronymed as "God Can't Destroy "—the brand has cultivated a devoted niche following by prioritizing entertaining, accessible that appeals to a generation seeking authenticity amid cultural saturation. GCDS's cultural resonance is further evidenced by its strategic collaborations that bridge fashion with entertainment and nostalgia-driven subcultures. The 2021 partnership with reimagined collector dolls and Yasmin in GCDS designs, infusing the iconic toy line with the brand's bold graphics and Y2K-inspired playfulness to evoke childhood whimsy for adult fans. Similarly, the 2022 capsule with transformed characters into wearable motifs across apparel and accessories, tapping into fandoms and expanding GCDS's footprint in global pop culture crossovers. In 2025, GCDS partnered with for a limited-edition capsule collection and compact playset, featuring a miniature Milan-inspired adventure that combines the brand's luxury with nostalgic toy aesthetics. These initiatives have solidified GCDS's role at the forefront of an entertaining luxury movement, where irony and pop references create lasting societal echoes among younger demographics.

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