Italian brand Diesel launches new SS22 collection

The brand is moving towards being an alternative to luxe denim brands. The SS'22 collection rightly sets the design language focused on emphasising the Diesel DNA in a modern way: the D logo will now be seen across all categories as the new branding of Diesel.

Commemorating this key milestone, the brand wishes to revisit its core, i.e high-quality clothing, functionality, and timeless pieces while keeping individual style above seasonal trends. "The power of diesel is that we talk to so many people. We can push sustainability and innovation, and we can push experimentation and concept. It’s pure diesel – you need to put it on in two seconds and live your life. For successful living,” creative director Glenn Martens said.

With this endeavour, the brand aims to enhance its perception as the premium lifestyle denim brand and position itself as a top-of-the-mind recall for the 'Gang of Four'. “Diesel has been denim since 1978 and will continue to be, however, we also want to position ourselves as the premium lifestyle denim brand, an alternative to luxe. We are moving towards a responsible collection while continuously experimenting with and innovating our design language and increasing our category mixes. The goal is no longer to sell products but to deliver value,” said Manu Sharma, Group VP, Reliance Brands Limited.

Diesel’s Show Collection highlight are Prototype footwear, 1DR Bag and Track Denim – the updated version of Joggjeans fabric.

The Prototype was first seen on Diesel’s Spring/Summer 2022 runway. It is characterised by repeated rubber straps and asymmetric lacing. In addition to the bias-angled textured rubber strips and the off-centre lace-ups, it features an industrial outsole tread and moulded rubber overlays across its uppers.

The 1DR Bag features a rounded ‘D’ logo on a lacquered metal plaque, and is available in seven bright colours. The bag comes in leather and a mixed canvas style with coordinated keychains and wallets. One can reverse the handle upside-down when used as a crossbody bag.

The old JoggJeans fabric is re-proposed in a modern and updated version, called track denim. Its core features are fabric, flexibility, and comfort, reinterpreted with a responsible and contemporary streetwear attitude. JoggJeans are cross categories and have the same library approach, being clean, with focused shades to outlive trends.

Diesel Library, which takes a genderless design approach, represents a new strategy for Diesel’s core category: denim. Martens’ intention is to refresh the base of every category at Diesel, and this begins with the world’s most versatile and democratic fabric. Going forward, the library will offer a wide range of evergreen and longer-lasting denim items (including trousers, jackets, tops, skirts, and more) on a made-to-stay basis, with 50 per cent of the overall denim collection having a permanent shelf life. As a result, Diesel Library will introduce iconic, essential pieces conceived to outlive trends that last for years on end; a 'total look' will form the anchorage of this evergreen line. The design team focuses on Diesel DNA in a modern way: the D logo will be across all categories as the new branding of Diesel.  

These items will be made using fibres, washes, and treatments that have been selected based on efficient and responsible resource uses. The focuses that will underpin Diesel Library are fabrics featuring low-impact materials, such as organic and recycled fibres, treatments are performed with innovative techniques that significantly reduce the use of water and chemicals, leather patches are chrome-free tanned; metal buttons have no-galvanized treatments; inner labels are made with recycled materials; cellulosic trims, including hang tags and patches, are realised in FSC certified materials, Diesel said in a press release.

Ultimately, Diesel Library also marks a shift in how Diesel will produce its denim collections moving into the future. This collection has a new personality making it the beating heart of the brand processed with washes and treatments having a lower environmental impact and including higher sustainability standards.

Diesel fabrics feature low-impact materials, such as organic and recycled textiles. Leather patches are chrome-free tanned and metal buttons and rivets have no galvanised treatments. Inner labels including hang tags are made with recycled materials; cellulosic trims and patches are realised in FSC-certified materials. Washes are performed with innovative techniques that significantly reduce the use of water and chemicals. Garments will offer more product benefits, upgraded treatments, and washes.

Fibre2Fashion News Desk (RR)