Diesel made good on its promise for more sustainable designs.
The Italian denim brand debuted during Milan Fashion Week Diesel Upcycling For, a new series of collections that address the need for “more environmentally respectful practices in the fashion industry.”
For the first collection Diesel teamed with “throwback partner” 55DSL. The company was founded in 1994 as an experimental offshoot of the Diesel brand with an urban sports twist. The label has since evolved into a casual lifestyle brand inspired by graphic design, music and streetwear.
The collection draws inspiration from iconic Diesel imagery and sport. Deadstock, archive pieces and prototypes were reworked to create a completely reimagined limited-edition product run. Garments are updated with bold splashes of color, tie-dye treatments, mineral dyes, mixed materials and deconstructed logos. The summery collection offers just 5,055 pieces with a strong denim focus.
For transparency, each Diesel Upcycling For 55DSL garment has a QR code that can be scanned, directing the purchaser to a landing page that will detail the making of the garment and a timeline of all the processes used.
This is just the start for Diesel, which recently teamed with sustainability consultancy group Eco-Age to develop a four-prong plan for a more environmentally friendly approach to business and product development.
Diesel will appoint different designers and creatives to develop future upcycled collections. The aim, the company stated, is to showcase how upcycling can be interpreted through the creativity of the different designers and explore its endless possibilities.
Diesel launched the collection in a “made now, buy now” format during fashion week. The collection was presented at its Milan flagship in a classroom-inspired live performance with seamstresses making pieces of the collection in front of the audience. The collection is available on diesel.com, in select Diesel flagships and through a network of select retailers worldwide.