DSquared2 have just turned the big 2-0 and its founders Dean and Dan Caten are taking great care to make it a birthday to remember. First was a casual performance by Mary J Blige at their FW15 show in Milan, and they’ve just stepped things up on the retail side of things with the opening of their first London flagship store.

Located on the corner of Savile Row and Conduit Street it’s the biggest DSquared2 store of the 33 locations worldwide. With the brothers having lived in London for the past nine years, this spot was a long time coming. “Our London flagship is a particularly special store for us. We live in London and the city and its people are a constant influence for Dsquared2,” said Dean and Dan Caten. “Its blend of glamour and edge intrigues us as designers, mixing these ideas is integral to our brand philosophy.”

Boasting three floors covering men’s tailoring, men’s casual wear, denim, accessories and womenswear, the three-storey boutique, spread out over 7,664 square feet, has been designed with the twins’ Canadian heritage in mind. Nature is a key theme; circular cut Okumè wood trunks grow from the store floor, used as functional pieces, whilst a forest trail is defined by carpeted areas over resin floors and wall-mounted antler lights and chandeliers guide the way. But this is more glamping than camping; the store’s interior includes luxurious, velvet armchairs, tall digital screens and black marble display areas.

With the brand’s growing global footprint, London is a smart next step. The sharply designed store design will soon be rolled out across other Dsquared2 flagship stores, conceptualising their global vision.

DSquared2, 51 Conduit Street, London W1