The collection was born thanks to the collaboration of the brand with the consulting company Livia Firth Eco-Age.
At first glance, it might seem that only one first name Diesel is not associated with the eco-responsible business practices popular in the fashion industry today. But it is worth remembering that when Renzo Rosso came up with the name for his brand, the 80s were in the yard, and diesel was considered as an alternative fuel during the oil crisis. Last weekend in Milan, the designer once again reminded the wider audience: “I am the son of a farmer, and our work has always been green.”
A few days ago, crowds of curious shoppers gathered in the Italian brand's store in Piazza San Babila, surrounded by huge mountains of clothes at the entrance, accompanied by musical accompaniment. It turned out that this was the launch of the new Diesel Upcycled For 55DSL capsule collection, created entirely from recycled materials.
According to Rosso himself, the collection was born out of the brand's collaboration with the Livia Firth Eco-Age consulting company: "They help us check every single supplier to help guarantee our sources ... and we absorb this culture as a company, so now it's almost a competition . How to become more and more sustainable by using organic fabrics and using less water in the production of our jeans.”
The main idea of this capsule line is that it is produced entirely from recycled materials every six months under the direction of a new designer. The first capsule in the project was created by Renzo's son Andrea, who has his own fashion brand Myar. “Everything we can find in the Diesel warehouse, be it jeans or other universal things, which were not sold, we use for this project. Therefore, we are asking designers to rethink their attitude towards existing clothes,” he commented.
In June 2020, the name of the next designer to lead the creation of the recycled capsule will be announced. According to Renzo, giving old things a second life is a good philosophy: "Andrea put three or four things together to create one new one, not in an industrial way, but in a artisanal way."
Each item included in the collection is supplied with a special QR code that contains information about the various sources of production of the "ingredients" for its creation. Thus, the buyer, as conceived by the designers, receives a thing that is more unique and beautiful than the original - created with an additional creative approach.