# GCDS Founder: Giuliano Calza – Branding Codes, Dreaming Big, Discipline, & Making Fashion Fun Again Page: https://stenobird.com/podcast/the-gstaad-guy-podcast-7345461/gcds-founder-giuliano-calza-branding-codes-dreaming-big-discipline-making-fashion-fun-again Text version: https://stenobird.com/podcast/the-gstaad-guy-podcast-7345461/gcds-founder-giuliano-calza-branding-codes-dreaming-big-discipline-making-fashion-fun-again.md Podcast: [The Gstaad Guy Podcast](https://stenobird.com/podcast/the-gstaad-guy-podcast-7345461) Published: 2025-12-17T05:00:00+00:00 Episode link: https://traffic.megaphone.fm/GGQ1401656961.mp3?updated=1772636953 Audio file: https://traffic.megaphone.fm/GGQ1401656961.mp3?updated=1772636953 Processing state: not_requested JSON: https://stenobird.com/v1/public/podcasts/the-gstaad-guy-podcast-7345461/episodes/gcds-founder-giuliano-calza-branding-codes-dreaming-big-discipline-making-fashion-fun-again Duration seconds: 4350 ## Resource 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 πŸ‘•βœ¨ (05:23) Upbringing πŸ‘ΆπŸ»πŸ‘ (08:18) An Unserious Generation πŸ˜œπŸ“± (12:04) The Codes of Branding 🧬🏷️ (13:13) Being a Dreamer β˜οΈπŸ’­ (14:33) Moving to China βœˆοΈπŸ‡¨πŸ‡³ (19:00) A New Life πŸŒ…βœ¨ (20:51) I Was Given Back What Seemed Stolen πŸ”„πŸ’Ž (24:58) What the Logo Represents πŸ”£βœ¨ (28:36) Being A Successful Storyteller πŸ“–πŸŒŸ (32:02) Same Values, Different Perspectives βš–οΈπŸ‘οΈ (34:43) What You Look For In People Around You πŸ”πŸ‘₯ (37:20) Discovering Giuliano Calza πŸ”Žβ­ (39:57) Discomfort & Discipline Power Growth πŸ§—β€β™‚οΈπŸ”₯ (43:24) Right Mindset And Environment For Growth 🧠🌱 (44:55) Making The Most Out Of Situations πŸ”„πŸ’‘ (47:24) Strong Conviction πŸ’ͺ🏻🎯 (50:27) Fashion Lost Its Fun πŸ‘—πŸ˜• (53:30) Luxury Is Something To Belong πŸ’ŽπŸ€πŸ» (55:30) Γ€ La Poubelle vs. Fantastique πŸ—‘οΈβœ¨ (1:02:01) Advice To Self πŸͺžπŸ’¬ (1:04:48) Family Business πŸ‘¨β€πŸ‘©β€πŸ‘§β€πŸ‘¦β€¦ ## Actions - request_transcript: `POST https://stenobird.com/v1/public/podcasts/the-gstaad-guy-podcast-7345461/episodes/gcds-founder-giuliano-calza-branding-codes-dreaming-big-discipline-making-fashion-fun-again/transcription-requests` β€” Idempotently request low-priority transcript generation for this episode. - read_markdown: `GET https://stenobird.com/podcast/the-gstaad-guy-podcast-7345461/gcds-founder-giuliano-calza-branding-codes-dreaming-big-discipline-making-fashion-fun-again.md` β€” Read the agent-friendly Markdown representation of this episode resource. A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed. ## Transcript Full transcripts are not published on public pages unless there is a clear rights basis.