Autorin: Eva WesthoffThe Italian outerwear brand DUNO based in Empoli, Tuscany, is known for offering a mix between a selection of classical, traditional items and garments coming from the technical wardrobe. With the addition of T-shirts, blazers, and pants, DUNO is moving towards a total look. A focus is on materials that meet the requirements of changing weather, but also of climate change. The brand is already well established in markets such as Korea, Japan, and Italy and it is represented at Pitti Uomo. “Never too loud, no logos disrupting the clean lines”, says Chris Wang about his label. FASHION TODAY interviewed DUNO’s CEO.
FASHION TODAY: DUNO celebrates its tenth anniversary in 2024. But the brand’s roots go back even further into the past. Can you outline DUNO’s brand history for us? What is the tradition behind the brand?
Chris Wang: “The brand was born from the desire to fulfill my father’s wish, who, with his company, boasts a thirty-year tradition in the high-end outerwear production industry. The DUNO project came to life ten years ago thanks to the family’s know-how and a team of professionals who aimed to create a clothing brand attentive to market evolutions from every corner of the globe.”
What does the brand name stand for? Is it an acronym?
“Dude New Origin. The acronym of these three words is the synthesis of the name. The new origin of the ‘dude’, the new metropolitan flâneur, the citizen of the world. A simple, direct, easily recognizable name that can be pronounced in different languages. DUNO is a vision of a timeless brand, disconnected from a particular place but influenced by every corner of the globe, from which it absorbs continuous inspiration.”
What has happened in the past ten years? In which markets are you represented and at how many retailers? In which brand environment does DUNO see itself?
“DUNO has grown over these ten years, despite adverse global events. We are in strong expansion and in recent years, we have accelerated our efforts, reaching 1,200 stores worldwide and ‘dressing’ 30 countries.”
You moved to a larger headquarters in May 2024. Are the signs pointing to expansion?
“Certainly, at a strategic level, we have invested in a new headquarters of almost 4,000 square meters, aiming to improve and grow the service.”
DUNO stands for the combination of timeless urban styles and functional high-tech materials. How would you describe DUNO’s design language and to what extent does the materiality determine the aesthetics?
“We approach our projects with responsibility, without distancing from our values. DUNO is synonymous with the expression of taste, a brand in continuous evolution, projected towards constant development. We create a technologically advanced product, unique and unconventional, a symbol of an artisan culture open to research and innovation. A techno-sartorial short circuit, casual in its setting, high-tech in its characteristics of use. The collections that come to life from season to season offer innovative products, without borders, but always anchored to tradition, high quality, uniqueness, where creativity coexists in a perfect ‘trait d’union’ with innovation.”
Which materials are you focussing on? Which functions should be emphasized and to what extent are these guaranteed by synthetic materials, and to what extent by natural fibers or bio-based materials?
“Our fabrics range from woolen and natural fabrics to technical ones, all with high-performance characteristics.”
Where do you source your materials and where do you produce?
“We purchase our fabrics from the best producers in the world, who, through their constant research, are able to offer us next-generation fabrics. Ours is an international combination of Italian style with production assistance between Italy and Asia.”
In the case of clothing with a performance character, more function often goes hand in hand with a negative impact on the environment. What efforts are you making in terms of sustainability?
“We strive to protect the environment by also sourcing eco-sustainable fabrics with a low environmental impact.”
What is the new ATTIC capsule all about?
“DUNO introduces the new ATTIC project, a luxury capsule collection for both men and women, consisting of five outerwear pieces (three for men and two for women), where aesthetics, style, and performance coexist in a winning mix. Made with Luxury made in Italy fabric, where cashmere and the finest wool are combined; the surface is treated with a special water-repellent system, while the back features a bio-based hydrophilic membrane, the greenest on the market, ensuring performance, water and wind-proof qualities, and giving the fabric an extremely soft feel.”
Do you use recycled fibers and what about circularity?
“Yes, we also have pieces in past collections made from fabric obtained from recycling plastic from the oceans.”
What are the key menswear styles for spring/summer 2025? Does climate change play a role in the creation of your collections?
“Continuous research and experimentation have led DUNO to reflect on the evolution of climate changes, proposing a collection focused on natural fabrics for pieces that are both fresh and high-performance. The wardrobe of our ‘metropolitan flâneur’ thus expands not only with outerwear but also with clothing designed for a dynamic style and conceived for various contexts and multiple wearing options, from the city to the mountains, without compromising on style, performance, and fabric lightness.”
Are there any innovations in materials for spring/summer 2025?
“Experimentation and research are also evident in the new spring proposal for outerwear made from waxed cotton fabric, available in parkas and jackets with hoods. The wax creates a slightly textured matte finish and has the property of adapting to external temperatures, becoming softer and more breathable in the heat, and more robust and wind-resistant in the cold. Super-light wool is also included for cooler days.”
