My favourite brand

Diesel was founded in 1978 in the small town of Molvena, Italy, where it first introduced it’s denim collection. Diesel appeals to its consumers due to its stance against mass production, and campaigns in ‘up-cycling’. These campaigns reduced consumption of raw materials, and decreased energy consumption, water pollution and greenhouse gas emissions. The founder’s son, Andrea Rosso’s project: “Diesel Up-cycling for 55DSL” allowed consumers to scan a QR code which tracked the production of the garment. This tracking included photos of every step, proving Diesel as a transparent brand. Their wide range of jean styles are timeless and comfortable, consisting of 98% cotton. Minimal chemicals and water is used for each pair of jeans, and despite many brands choosing offshoring, all new denim is designed and manufactured in its origin, Italy. This brings a sense of authenticity and familiarity to consumers, making the brand even more appealing. Diesel are constantly proving their relevance, with their Spring 2023 ready to wear show breaking a Guinness World Record for the largest inflatable artwork ever. Their extravagant and risky show included the retro-future Diesel D logo and Velcro-fastened strap miniskirt which I particularly liked. The current designer, Glenn Martens has given Diesel a new, fresh identity. Martens stated that “Diesel has always been radical” – which is another reason for it being a favourite brand of mine. It has often presented forward-minded campaigns and controversial advertising, challenging racial discrimination and conservative views on sexual orientation or identity. I am excited to see what Martens does next with the brand and how he further incorporates sustainability into this.