Behind the scenes of Dondup, a successful (Italian) brand

It is the company that produces some of the most used jeans by young people (and not only). But what is behind the Dondup brand? HISTORY First of all there are a man and a woman, Massimo Berloni and Manuela Mariotti (pictured) , who in 1999 decided to found a brand based on the principle that ' All men are equal: race, colour and faith mean nothing; only the intentions and actions of each of us count'.

The words belong to a Tibetan Lama named Myngar Dondup who has become the symbol, as well as the name, of a successful Italian company. JEANS Dondup started with Jeans and is still strongly linked to them. First the study of models with low pockets (also for anatomical reasons) and then the dyes created with woad , an indigo dye whose largest producer is India. In 10 years the brand's denim has become a point of reference, first for girls and then for boys (from which 40% of the profits derive), thanks to the tight fit, the yellow stitching and the unmistakable "D" on the right back pocket. SUCCESS But Dondup is not just Jeans. Over time the company has expanded towards the production of a total look that has allowed it to open up to foreign markets : today 40% of the brand belongs to LCapital ( LVMH group) which has allowed Dondup to consolidate its presence in Sweden, Germany and Norway and to address emerging countries such as Russia and China.