Diesel launches Canadian subsidiary

Italian jeanswear and fashion label Diesel is establishing a subsidiary in the Canadian market through a joint venture with its long time distributor Clothesline Apparel. Diesel Canada is the latest in a string of directly controlled Diesel subsidiaries. Clothesline Apparel, founded in 1987 by Joelle and her late husband Lou Adler, has been responsible for the brand's distribution to a network of high-end retailers, department stores and a concept corner in Toronto . With the label's continued success and growth in the Canadian market, Diesel has decided to establish a subsidiary there, of which Joelle will be in charge. "I am very happy about this new addition to the Diesel Planet because I know this will mean a very interesting use of the group's synergies," said Renzo Rosso, Diesel's founder and president.

Joelle Adler is to be Diesel Canada 's president. "We are ecstatic at this new association as Diesel for us much more than our business," she said, concluding, "(.) taking the step from distributor to subsidiary is an honour."

www.diesel.com
23 October 2006

Diesel Bond street launch party

Diesel owner Renzo Rosso threw a storming bash last night to celebrate the opening of the new Diesel store on London's Bond Street.  Guests first sipped champagne in the beautiful new store to music played by Jasmine Guinness and Jade Parfitt, with a star appearance from the gorgeous Heather Graham, who flew in specially.

London's designer darlings Giles Deacon and Gareth Pugh also there. And never ones to miss a party, Camilla Al Fayad and Leah Wood also turned up for a few drinks, as did Jodie Kidd, Jefferson Hack and Bryan Adams. But it was the teeny Peaches Geldof and her dressed-up little crew of friends that the paparazzi were going crazy for. And while, at the after-party, Renzo and his friends had a private dinner on the top floor at Victoria House, the rest of us were dancing away in the maze downstairs to tunes spun by DJ Mylo and Pam Hogg.

19 May 2006

Diesel opens on Bond Street

Diesel, the Italian denim and lifestyle brand has opened its London's flagship store on Bond Street. The gorgeous boutique, which was previously taken up by Loewe, has over 5,000 sq ft of space, which from its corner shop window, isn't so obvious.

The ground floor stocks Diesel accessories - a birdcage and quirky trinkets line the windows - as well as footwear from Diesel Style Lab. The first floor sells mens and womenswear and the denim ranges. A new jewellery line is to be available imminently and was launched in the press this month.

Diesel ad considered too lewd

Jeans and apparel company Diesel has received complaints about one of its advertisements. The ad features a naked man, shown from behind, with three pairs of women's legs wrapped around him. According to the complaints, the image suggests sexual behaviour which is offensive and unsuitable for children, should they happen to see it.

The Advertising Standards Authority (ASA) has announced on its website that Diesel has pulled the ad and that its last appearance was in The Sunday Times Style Magazine. The company also said that Style Magazine was a leader in the fashion industry and enjoyed adult readership which would be challenged by the ad and be amused by the "irony and fun it represented".

Diesel said that the aim of the ad was to show how it challenged the view of daily life. The Sunday Times Style Magazine said the ad was well designed and photographed within a fashion context. Diesel also added that because the ad had already been featured in other publications they deemed it appropriate and acceptable.

The ASA maintains that the ad is unsuitable and would cause wide spread offence were to continue allowing its publication.

www.diesel.com
9 March 2006

Diesel on Bond Street

Italian jeans label Diesel is coming to Bond Street. Founded by Renzo Rosso, the label is now being marketed as a high-end brand, with two collections having been shown on the catwalks in New York. The new store will be located on the corner of New Bond Street and Grosvenor Street.

"London for me is a great example of how Diesel is moving forward," Rosso said in a statement. "The opening of Bond Street is for us the next official step into what I call the primiumisation of casual wear."

www.diesel.com
9 January 2006

Diesel's new look at Harvey Nichols

After its successful launch on the New catwalk, Diesel's new up-market collection will be available at Harvey Nichols from this month. The label opened its own boutique on the third floor of the department store, sharing the space with the likes of Miu Miu, Paul & Joe and Marc by Marc Jacobs.

The boutique offers selected items from the autumn/winter 2005/6 collection, which happens to be the Italian label's first ever collection. The pieces include military coats, cropped sheepskin jackets and skinny wax-coated jeans. Meanwhile men can visit Selfridges, where Diesel opened a menswear concession just a few weeks before.

www.diesel.com
30 August 2005

Diesel on the catwalk

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.

www.diesel.com
22 December 2004

Diesel To Glitter

Jeanswear giants Diesel have designed their first jewellery collection this winter. The range, for both men and women, takes silver, leather, horn, semi-precious stones and resins, and uses them with the cheeky rebelliousness that we've come to love.

Key lines, such as rivets, zippers, studs and poppers from the basis for the range. Perfect for matching stone-washed necklaces with those vintage style jeans.

www.diesel.com
25 November 2003

Diesel Cuts Footwear Distribution

Diesel is to cut its UK footwear distribution by a third after taking sales and marketing of the brand in-house for autumn 03.Footwear was previously distributed by Benedetto. Diesel UK managing director Pan Phillippou told Drapers last week the account base would shrink by a third to approximately 150 accounts.

Distribution is to be as select as the clothing line. The new strategy will mean that stores, including department stores, must carry Diesel clothing to buy the brand's footwear. Footwear multiples, such as Sole Trader, will not be affected by the new arrangement.

London is likely to be the next location for Diesel's cutting-edge denim retail concept Denim Gallery. Diesel founder Renzo Rosso has been scouting locations, including in Notting Hill, but said he has not yet found the right site.There are currently Denim Gallery stores in Osaka and Tokyo in Japan and in SoHo, New York.

5 August 2003
www.diesel.com