In 2015, designer Giuliano Calza launched streetwear label GCDS, an abbreviation of “God Can’t Destroy Streetwear,” with his brother Giordano, who is now chief executive. The brand is known for its slogans, ironic graphics and capsule collaborations, which have subsequently attracted the interest of models, artists and influencers, including Bella Hadid , Dua Lipa and Chiara Ferragni .
Calza worked with Pamela Anderson, featuring the actress in GCDS’ Spring / Summer 2018 campaign video, which also stars model and musician Caroline Vreeland and rapper Brooke Candy. In 2017, Calza announced the brand's sales had reached €5 million. GCDS currently retails in more than 350 stores worldwide. The Calza brothers opened their first store in Milan in December 2016 and have their sights set on expanding into Asia, starting with a store in Shanghai.
Born in Naples in 1988, Calza first studied a BA in political science and a Masters in Marketing and Communication at Bocconi University in Milan. While he studied at Bocconi, Calza found work as a casting director, stylist, digital PR and assistant in both the art and fashion industries. He subsequently won a scholarship to Shanghai University at the age of 23 and moved to the Chinese city to learn Mandarin. Calza remained in Shanghai for four years, where he gained knowledge about the Chinese market and helped curate the image of Italian restaurant Mylk.
Calzathen moved back to Milan, and in 2015 founded GCDS as creative director of the brand. All products are made in Italy, with the shoes and accessories produced in Southern Italy, and their cotton, jersey and knitwear manufactured just outside of Milan. Aside from Giordano, who is 33, all the company’s employees are under the age of 30, configuring the label as youthful and modern in its thinking and approach.