This story originally appeared on the Gents Cafe Newsletter. You can subscribe here.
Dynamo The Good Company is an outdoor clothing brand born in Dynamo Camp, the first Therapeutic Recreation Camp in Italy, hosting children and teenagers suffering from serious and chronic diseases, free of charge for holidays and leisure. Inspiration came by observing the very garments worn by the staff and volunteers “in action” during activities at the Camp. Thus, clothing and accessories were created, with a high technical component but designed to be first of all comfortable, simple and functional, suitable for any season of the year.
Dynamo The Good Company promotes a new business model that is committed to the Common Good. It donates the entire profit to projects of the Dynamo Foundation.
Could you share with us what initially inspired the creation of Dynamo Camp?
Every year in Italy, over 10,000 minors are diagnosed with severe or chronic illnesses. These are children and teenagers who, due to invasive treatments, hospital stays, or disabilities, often have their opportunities for play or socialization diminished, risking the loss of childhood innocence, which impacts their quality of life and that of their families.
Thus, starting from the premise that Happiness is a Right, Dynamo Camp opened its doors in 2007 to welcome, completely free of charge, children with such illnesses and their families. Located in a beautiful setting within a WWF-affiliated oasis in the Pistoia Apennines (Tuscany), and designed to be fully accessible, at Dynamo Camp children are “simply children”, while their parents, brothers, and sisters regain peace of mind, with a long-term impact on their quality of life.
This is made possible through Dynamo Recreational Therapy: a method aimed at boosting self-confidence through fun and engaging activities that include everyone regardless of their abilities or conditions. The symbol of the Camp is the first fully wheelchair-accessible climbing structure!
What is the most significant impact Dynamo Camp has had on the lives of children and their families?
Since 2007, Dynamo Recreational Therapy has offered support, fun, and confidence to over 70,000 people:between the children and teenagers and their families. This support has been provided both at the Camp and by the Dynamo Staff reaching out to hospitals, associations, and City Camps in major Italian cities. More than 75 different illnesses have been accommodated, and the Dynamo Camp network consists of 97 hospitals and 85 parent or illness-specific associations across Italy. Additionally, the Dynamo community today includes, along with the 87,495 children and families, 10,533 volunteers, 157,000 donors, and 210,000 contacts in the database.
What have been the main factors contributing to the success and growth of Dynamo The Good Company as a clothing brand, and how did you transform the initial idea of merchandising within the camp into a successful entrepreneurial venture?
It all started with creating uniforms for the Staff that, in addition to functionality, met specific design and aesthetic requirements, elements that represent Dynamo’s values. Our jackets and sweatshirts were designed to meet the needs of both indoor and outdoor activities, in line with Dynamo’s spirit. We soon realized that our products could find a place in the competitive clothing market. Therefore, we decided to structure a for-benefit business activity: one that aims to use profits to help support the Camp. The factors that contributed to the brand’s success include the search for high-quality materials and fabrics, garments with a simple style that combine comfort and versatility with the pleasure of dressing well. These elements have allowed us to create a distinctive and appreciated brand.
Dynamo The Good Company promotes a new business model committed to the Common Good. What are the main challenges of this new business model in Italy?
The challenge is to establish ourselves as a clothing brand that stands out for its high-quality, simple yet trendy products, with the added benefit of a for-benefit purpose. Our goal is to propose a new business model that is committed to the common good, integrating the logic of a profit-oriented clothing company. This means operating with the same attention to product quality, design, and customer satisfaction as any other fashion brand, but with an added social mission. It is not just about raising funds for our foundation, but about creating a sustainable business that can have a positive impact on society.
Our products are high-quality garments designed to be useful and functional in everyday life, comfortable and versatile: after all, they originate as utility products. Our aim is to ensure that those who wear our garments feel part of a larger movement, identifying with Dynamo’s values. We are working to establish ourselves as an authentic brand and we are beginning to see the first results. People who get to know us come back, trust our products, and see the Dynamo name as synonymous with excellence, consistent with everything we represent.
What is the meaning of your brand’s name and what does it signify?
The word “Dynamo” means generator of energy. It is a source of happiness and energy, especially for the children who are hosted at Dynamo Camp. At the Camp, they need to recharge their batteries, rediscovering energy, vitality, and self-confidence. The symbol of our brand depicts a child on a Globe, and leaves room for different interpretations. Personally, I see children as representatives of the future of our world, which implies a special commitment to taking care of them, especially those who have been less fortunate.
What core values and beliefs define the Dynamo brand, and how do these principles influence the design and manufacturing of your products?
Dynamo’s core values are substance, concreteness, authenticity, excellence, and responsibility. These principles are fully reflected in the products of our brand. We have created a clothing line that embodies these values, focusing on durability, comfort, and high-quality materials. In this sense, we are committed to continuous research to offer the best at a price consistent with the quality of the product.
What are some of your most popular or beloved products, and what do you think makes them stand out to customers?
Some articles represent the heart of our brand and have been fundamental in defining our style and collections. These iconic products are always available in Dynamo stores. Among them, the Arches and Kruger jackets, along with their sleeveless versions, stand out. From the beginning, we have worked to create garments suitable for both outdoor and indoor life.
At Dynamo Camp, our Staff engages in activities both outdoors and in offices located at an altitude of a thousand meters, facing various weather conditions: rain, wind, sun, cold, and heat. Our garments are designed with materials that make them versatile and suitable for any situation, thanks to the use of laminations and membranes that ensure durability and comfort. In addition to the jackets, we have expanded our collection to include polos, t-shirts, and sweatshirts, always maintaining consistency in design and fabric quality. This approach has made us recognizable in the market and appreciated by an ever-growing clientele.
Are there any meaningful moments in the history of the Dynamo project (Camp + brand) that you would like to share with us?
Three crucial moments have shaped our entrepreneurial journey with Dynamo.
The first was the launch of the Arches and Kruger jackets at Dynamo Camp, a pivotal step from simple merchandising to the creation of a genuine business. This moment was crucial because we began producing unique items – not just branded merchandise, but garments designed from scratch. From the zippers to the elastics and lamination processes, every detail was meticulously crafted to create distinctive, high-quality products. The immediate success, with the stock selling out in just two days, confirmed that we were ready to embark on our growth journey. It was incredibly rewarding.
The second significant moment was in 2019, with our entry into the retail market through the acquisition of Animal House. This acquisition was decisive as it allowed us to enter the prestigious setting of a historic multi-brand store in Milan, which hosts over 30 brands with a long-standing tradition in the industry. Being welcomed into an environment where we could compare our brand with renowned names like Barbour provided clear insights into our positioning and growth potential in the market. Today, Dynamo The Good Company is one of the top-selling brands in this store, which is a significant achievement.
Finally, the opening of our flagship store in Milan gave us a direct touchpoint with our customers, allowing us to interact with them and better understand their needs, tastes, and preferences. From the showroom in the back of the store to the warehouse, this space has become the center from which we monitor market trends and the appeal of our products.
Among the most iconic brands with a strong legacy, which one is your favorite and why?
First and foremost, Patagonia is certainly a brand we look up to. Its commitment to reinvesting profits to support significant environmental initiatives is an example that everyone should follow. If more companies adopted this approach, we could significantly reduce environmental and social issues. I also admire TOMS and Warby Parker for their “Buy One, Give One” model.
Is there a book that has inspired Dynamo’s journey?
“Let My People Go Surfing” by Yvon Chouinard. When I read it, I found many similarities in the vision and approach we have taken in the world of Dynamo. The idea of doing something not for personal gain, but because it is the right thing to do, deeply resonated with me. Chouinard tells the story of how he created Patagonia with a positive impact, following his values and changing established paradigms in the business world. I found a strong resemblance to Dynamo, which was founded 15 years ago with a strong commitment to social and environmental sustainability, long before it became a widespread trend. It is a book that has profoundly influenced our philosophy and way of operating.
Another book that inspired me is “Start Something That Matters” by Blake Mycoskie, the founder of TOMS. I have read it several times because it tells the story of how he started with a simple idea: to give a pair of shoes to someone in need for every pair sold. This simple idea transformed TOMS from a company into a global mission. I have tried to learn from his experiences to guide the growth of our brand and find ways to make a meaningful difference in the world.
Never miss a story – subscribe now to the Gents Cafe Newsletter, a bite-sized read about men’s lifestyle to enjoy over a coffee or a nice cocktail.
