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The Dondup story began in 1999 from an idea by the Berloni family. The brand creed can be resumed in the following words: “All men are equal – race, color or creed mean nothing. All that matters are each individual’s intentions and actions.”

Dondup’s own mission is inspired by this open, universal approach: to serve an urban tribe without borders or boundaries, one that makes the key values of denim culture its own – values such as originality, authenticity and a maverick spirit.

In 2010 investment firm L Catterton spotted the brand’s potential and chose to invest, kick-starting the exciting journey that will bring Dondup’s creative spirit and trademark excellence to the International market. In 2016 Dondup opened its first store at 50, Via della Spiga - right at the heart of Milan’s high luxury shopping district (the ‘Quadrilatero della Moda’).

Quality, research and a commitment to innovation have made Dondup one of the leading ready-to-wear brands on the market today. In every Dondup collection, heritage takes on a fresh new vision as traditional Italian craftsmanship opens up to the world with cosmopolitan flair. Bringing to ready-to-wear the attention to detail traditionally found in haute couture, the collections successfully deliver modern, iconic pieces imbued with effortless elegance - typical of all that’s Made in Italy.

Since the very beginning, denim has been at the heart of the Dondup brand: so much more than just a fabric, to Dondup denim is a vocation. One that speaks of respect for the consumer and the environment, and of a passion for style. In Dondup’s D/Zero project, fully traceable denim washes, finishes and exclusive denim treatments (100% Made in Italy) lead the way in redefining denim culture - as environmental sustainability meets innovation.

A bold brand vision is set to drive Dondup’s growth even further, to new inspirational heights in contemporary fashion.