THE ‘D’ IS FOR DIESEL

Talk about a glow-up: Diesel, Italian denim brand extraordinaire, is back as loud as in its nineties and noughties heydays when the brand poked fun at uptight guardians of public moral both with innovative designs and marketing. So when Glenn Martens off of Y/Project and Jean Paul Gaultier fame got appointed as Diesel’s new creative director in 2020, all he had to do is to strip the collections down to its essence: High quality materials. Flashiness. And radicality.

“All the ingredients were there. The fun factor was there, the sex factor was there, the no-bullshit mentality was there. It was just a bit sleepy. I had to wake it up.”

Glenn Martens, Diesel’s creative director

With a focus on ‘devoré denim’, Diesel’s trademark distressed denim, a focus on craftmanship and the spaced-out signature ‘D’ logo which had not appeared in collections since 2004, the brand is transforming fashion once again – just like Diesel mastermind Renzo Rosso did in 1978 when he founded the brand in a small Italian town to stir up a U.S.-dominated denim market with European flair and stylish textures.

A hand-picked selection of premium denim, knitwear, skirts, bags and more by Diesel is available at BSTN now: Pick up your favorite pieces via the button below.

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