GCDS Founder: Giuliano Calza – Branding Codes, Dreaming Big, Discipline, & Making Fashion Fun Again

The Gstaad Guy sits down with Giuliano Calza, founder and creative force behind GCDS, to explore the mindset, conviction, and storytelling that shaped one of fashion’s most distinctive modern brands. From his upbringing and early dreams to moving to China and building a new life from scratch, Giuliano reflects on the moments of discomfort and discipline that fuelled his personal and creative growth.

The conversation dives into the codes of branding, the meaning behind logos, and why being a strong storyteller is essential to building something that resonates. Giuliano speaks openly about values, perspective, and the importance of surrounding yourself with the right people and environment to grow. He also touches on why fashion lost some of its fun, what luxury really means today, and why belonging matters more than status. A candid look at conviction, creativity, and what it takes to turn vision into something lasting.

Filmed at Mandarin Oriental, Milan.

Chapters:

(00:00) Intro ✨

(02:22) GCDS 👕✨

(05:23) Upbringing 👶🏻🏡

(08:18) An Unserious Generation 😜📱

(12:04) The Codes of Branding 🧬🏷️

(13:13) Being a Dreamer ☁️💭

(14:33) Moving to China ✈️🇨🇳

(19:00) A New Life 🌅✨

(20:51) I Was Given Back What Seemed Stolen 🔄💎

(24:58) What the Logo Represents 🔣✨

(28:36) Being A Successful Storyteller 📖🌟

(32:02) Same Values, Different Perspectives ⚖️👁️

(34:43) What You Look For In People Around You 🔍👥

(37:20) Discovering Giuliano Calza 🔎⭐

(39:57) Discomfort & Discipline Power Growth 🧗‍♂️🔥

(43:24) Right Mindset And Environment For Growth 🧠🌱

(44:55) Making The Most Out Of Situations 🔄💡

(47:24) Strong Conviction 💪🏻🎯

(50:27) Fashion Lost Its Fun 👗😕

(53:30) Luxury Is Something To Belong 💎🤝🏻

(55:30) À La Poubelle vs. Fantastique 🗑️✨

(1:02:01) Advice To Self 🪞💬

(1:04:48) Family Business 👨‍👩‍👧‍👦🏢

(1:05:09) Driver For Success 🚗🔥

(1:06:46) Heaven Alone Is Hell, & Hell With Friends Is Heaven 😈🤝🏻😇

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