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Born in 2000 from the intuition of Massimo Berloni and Manuela Mariotti, Dondup bears the name of an ancient Tibetan lama, Mingyar Dondup, whose creed is summed up in the words: "All men are equal, race, color and faith mean nothing. What has value are the intentions and actions of each ". Dondup unites everyone in an urban tribe that embraces the values of denim cultures such as authenticity, the always innovative spirit and rebellious traits and the ability to know how to read contemporaneity in a manner sharp.