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Italy's Diesel & Lee join forces in sustainable fashion initiative

19 Dec '23

1 min read

Pic: Diesel

Insights

Diesel collaborates with Lee under its Diesel Loves programme, focusing on sustainability and creative resource sharing.
Led by Glenn Martens, the initiative challenges traditional brand partnerships, aiming to tackle overproduction in fashion.
Diesel Loves collections, made from unsold stock of both brands, will create limited-edition capsules.

Diesel, a renowned Italian fashion brand, has announced an innovative collaboration with denim giant Lee under its Diesel Loves programme. This initiative aims to revolutionise the industry's approach to brand partnerships by focusing on sustainability and creative resource sharing.

Guided by Diesel's creative director Glenn Martens, the Diesel Loves programme is set to challenge traditional concepts of brand collaborations. The initiative seeks to harness collective creativity to address the critical issue of overproduction in the fashion industry, Diesel said in a LinkedIn post.

Each Diesel Loves collection will showcase a unique approach to sustainable fashion. Diesel plans to offer its unsold stock to a joint creative team, inviting its brand collaborators to contribute similarly. The result will be a limited-edition capsule collection, equally representing both brands, crafted entirely from existing materials.

Diesel has committed to donating 100 per cent of its profits from the Diesel Loves programme to the UNHCR Italia, Agenzia ONU per i Rifugiati, through the OTB Foundation. The OTB Foundation is the philanthropic wing of Diesel's parent company, actively collaborating with UNHCR Italia on various global projects.

Fibre2Fashion News Desk (DP)

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