The Italian denim and streetwear company Diesel is revving up its engines in a new restructuring campaign. This week the company's founder, Renzo Rosso, announced that it would be participating in New York Fashion week on the 10th February with its newest up-market collections.

"Diesel is a state of mind. It means being international, open-minded, innovative, sexy, ironic and unpredictable," said Rosso, by way of explaining the unexpected decision. He added that New York is "the city with the strongest casualwear orientation and more in line with the brand's direction and mentality". Rosso continued by saying that the company was ready to showcase the brand on a global basis.