|
Diesel is a long standing Italian institution. First established in 1978 by Renzo Rosso and his former employer; Diesel started with a modest collection but massive ambitions. These ambitions began to become reality when, in 1985, Renzo acquired full ownership of the brand. In 1988 Renzo then hired a young designer called Wilbert Das, who is now the Creative Director and Head Designer.
Renzo had surrounded himself with like-minded creative and talented people. Those who, he felt, shared his lack-of-interest in the day’s slavish trends in the fashion industry. They rejected what they disliked and used Diesel as the vehicle to produce what they felt the industry most needed – individuality.
Diesel became the brand that the style-makers and trend-setters were wearing. This was a brand for open-minded, independent people who had their own unique life path which they walked. They were unrepresented at the time, and Diesel provided the energy and drive that they had been demanding.
Today, Diesel is still a world leader in the fashion industry. Diesel clothing, such as their Diesel Jeans, cardigans and shirts have been supplemented with many other items – from underwear to wallets to footwear to aftershaves. There is Diesel Men’s Clothing and Women’s.
Diesel sees the world as being a single, universal culture. It is a world free of borders and divisions, and is moved forward solely by the people that make a difference. It is this philosophy that the people at Diesel keep in mind. They are driven by their own minds, styles and beliefs, which they funnel into the designs, which in turn defines the brand.
Diesel are well known for the controversy they sometimes cause with their adverts. They’re frequently being slammed for pseudo-sexual content in their adverts, such as topless models, nudity and implicit sex. However, in 2007, Diesel came under serious fire for a campaign they ran called ‘Global Warming Ready’. The advert suggests that Diesel was ideal clothing for the after effects of global warming. The controversy came from the ads being placed in the post-global-warming environment of various cities.
Paris, for example, was shown with the Eiffel Tower being surrounded with tropical plants and trees. Antarctica was shown, completely free of ice, as an ideal place to spend your summer holidays with penguins. Rio de Janeiro was shown by two people sunbathing on a yacht, with the Cristo Redentor appearing in the background, partially submerged in the water. As well as controversial, these adverts also earned them a Silver Lion for Print at Cannes International Advertising Festival 2007.
Diesel Spring/Summer 2010 collection is titled ‘Be Stupid’, and features many witty slogans promoting being stupid as a enviable alternative to being smart. It suggests that stupid ideas make for the most interesting ideas, stupid people are brave people, and that stupid ideas lead to the best stories. It has a slight Rock’n’Roll vibe running through the entire range.
Dave Kerr is a Fashion Expert from Sa-kis.co.uk, an online retailer of men's designer clothing. Sa-kis has been in the industry for over 10 years, during which time it has collected some amazing brands including the revered Diesel Men's Clothing range and the Luke 1977 clothing range.
|
|
SIGN
UP FOR FREE
