Marco Cernogoraz, owner of Dezen Dezen, started its activity following the path of a family business, active since the 1930es in Zagreb. They dealt with the production of renown and unique square serigraphic designed stuffs (tee shirts, foulards, cachemere and silk kerchieves, bags), well known and spread in former Yugoslavia and Soviet Union. Marco’s activity in Trieste upgraded the traditional products, according to the different “taste” of present times. So, the use of old pattern models and also of trditional instruments has been preserved and revitalized.
Vision of Dezen Dezen lies in a peculiar combination of tradition and innovation, adding sustainability as a further value. Marco still uses some of the old instruments to print on stuff, but is very careful in using low environmental impact materials, both for products and packaging. This allows the achievement of a business model, which aims to be traditional, innovative and ethically motivated at the same time. The very name of the business reflects the rich tradition lying behind its activity. Dezen is a corruption of the French word “dessin”, meaning “fantasy, pattern”: this word was imported by Turks in Croatian language spoken in Zagreb, where also the family business used it.
Final users are aware to receive a product with a peculiar story: their perception of its high quality is an important element of the communication strategy, stressing on the clear diversification of their manufacts from industrial and “mass fashion” products. Dezen Dezen’s creations can be found on website and social medias, mostly Instagram and Facebook. Communication is also strongly focused on their presence in the urban and cultural context of Trieste. So tourist guides and other releases, and blogs specialized in Mitteleuropa have helped involving Dezen Dezen and other craftsmen/craftswomen. Particularily enjoyable is the website section ”How to style your Dezen”, in which craftsmen or other interesting persons wear Marco’s clothes and items and are interviewed. A craft firm, not a fashion design lab, with a strength point lying in the story of brand and in its tradition, cared and enriched with their personal values.