Diesel
Diesel is a fashion line that was founded in Italy in 1978 by Renzo Rosso and Adriano Goldschmeid. The ranges are created under the creative director and fashion designer Wilbert Das. Diesel centres on a casual style focusing on jeans and denim although it has diversified over the years. The company distributes its products across the globe as well as selling in its flagship stores first opened in 1996 in the likes of New York and Paris. The brand has a broad appeal catering for teenagers, professionals and fashion enthusiasts alike. Diesel designs have modern styles, plenty of colours and radiate creativity and imagination.
The company aims to be a "fashion forecaster", making the fashion with innovative products rather than following trends and fitting into the mould. They ignored fashion experts and followed their own tastes. This has been extremely successful as it has enabled the brand to become a leader in developing styles, fabrics and good quality methods. Diesel aims to be a life style brand, creators hope that people who identify with their values of independence and individuality will also identify with their unique unconventional clothing. This unconventionality is reinforced by the brands controversial and memorable advertising campaigns.
Although known for its jeans, Diesel offers many different products including casual wear, fragrances, eye wear, hats and footwear. Diesel also stocks an impressive range of footwear, there are many different styles to choose from, all providing a unique and modern look. There are also many accessories such as real leather belts that have proved very popular with consumers.
There have been four main product ranges from Diesel. The first is D Diesel or Diesels Denim Range which is a range focusing mainly on jeans. It provides excellent tailoring and a range of exciting items with the brand's trademark great detail. Diesel offers an extremely large range of denim products, almost any colours are available in a unique style that makes jeans fun and interesting to buy and wear.
Diesel Style Lab is the brand's high end range. It offers a selection of innovate, experimental and luxurious products. Although the range has now closed products are still available from some retailers online. A new high end range has been recently launched called Diesel Black Gold. This premium line is unlike other collections as it mixes both casual and evening wear. The range centres on classic tailoring that has experimented with creating unique looks.
Diesel Kids is a range for children. It involves bright bold colours and modern styles for the next generation. The range is fun and fresh making it perfect for babies, toddlers and children.
Another range is 55DSL. This is Diesel's sportswear collection created in 1994. It revolves around the concept of fun and is aimed at those interested in extreme and high action sports such as surfing and skating. Items are of the best quality making them suitable for wear in extreme weather conditions, are comfortable and easy to wear, but still retain the modern urban cutting edge look.
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