DUD COLLECTION – FASHION
DUD is a young and dynamic company founded in London in 2008 with the idea of two friends: a DJ and a model.
The word “dud” means “explosive that fails to fire” and has become a slang word for “anything that doesn’t work or is defective”. In the future nothing will be thrown away, everything reused, energy will be renewable.
In the same way DUD is rebel, independent, directed to guys who want to distinguish themselves and be nonconformists. It dresses the citizen of the future global city, it’s a bullet that seems not to explode, but that could explode in any moment. Today fashion is the system, it’s a reality depending on aesthetic rules, dud people is not its victim, but its executioner!
The company style team composed by Italian and English stylists guarantees high design and searching standards. The specific material treatments, the choice of the colours, the fantasies, all together contribute to produce what could be defined as the DUD style, that is a new urban style totally made in Italy.