Diesel has recently announced the birth of Diesel Up Cycling For, a new series of collections that aim to focus on more environmentally respectful practices.
The project focuses on upcycling and the creative reuse of existing products, waste material and deadstock into new products. It also aims to reduce the consumption of raw materials and energy and lighten air and water pollution and greenhouse gas emissions.
The brand will appoint different designers and creative minds for every new Diesel Up Cycling For collection and aims to showcase how upcycling can be interpreted through the creativity of the different designers. Within this launch the collection featured the Diesel Upcycling For 55DSL, the sport and street-brand part of the OTB stable of brands founded in 1994.
The project was launched in Milan, within Milan Fashion Week, in Diesel’s flagship store in Piazza San Babila in the presence of Renzo Rosso, founder and president, Diesel, and his son Andrea Rosso, Diesel sustainability ambassador and upcycling artistic director, creative director of Diesel licenses and of MYAR. They both explained this project‘s future aims and the company‘s involvement within the sustainable cause.
At least for this time, yes, and I’m very happy for this. I have worked so much at it so bringing it back to life in this way in this upcycling platform is an honor. It is a one-of and I hope there will be the possibility to reactivate it in the future.
When will it be sold?
We will start selling it for spring/summer 2020, even if I would prefer to speak of non-season. The name of the project is “Diesel Up Cycling For” and the first brand involved is 55DSL. After other brands, other designer or eventually other students may follow. Let’s see.
How many items will be part of this capsule?
This is a limited edition of 5,555 pieces for a selection of about 30 styles. They will be sold through a selection of the best Diesel stores and wholesalers but also through e-commerce worldwide. It is something we would like to push always further, though going beyond seasons as seasonality has become a sort of a question mark.
What pieces have you used?
Old archive pieces, prototypes and unsold items, then cut and sewn and added with trims and accessories we keep in our warehouse and–in case of need–we can re-use them and include trimmings, ribbons, zippers, buttons and similar items.
Are they certified?
All pieces of this collection have been photographed. This way we keep track of their whole productive process and demonstrate their whole history is transparent. Then, a QR code is printed inside each garment and everyone can scan and read each product’s whole history through it. There is no secret as you can see how it is made. We also include all of the certifications in this QR Code. Its packaging is 100% recyclable and consists of a small bag made for 50% in biopolymer. Retail prices range between €50 and €550.
Renzo Rosso, how was this project born?
It was born thanks to Andrea who is my superhero. Apart from the fact that he is my son and this gives me even more energy, he is the person inside the company who lives more than others this change and this modern way to speak with the consumer. Andrea had already launched his own line, Myar, a project based on upcycling, six years ago. He has this behavior inside of him and in his own chords. He is head of sustainability of our company and he is exceptional. We are proud he is with us and Diesel is green. I am green. I was born at a farm. So our vocation is green. We have always been green. We also work with Livia Firth. She certifies all of the suppliers who work with us. This way we can be sure that all processes are done in the right way and sustainably.
The Diesel Up Cycling For collection is made by taking old products and give them a new life. This will be done again every season. What we are doing internally is educating our employees to look for sustainable materials, using sustainable techniques. We can dye products using cold water rather than warm one as it usually happens. This way we can save energy. But we also found ways for using much less water. In fact we can do special treatments with laser only through which you can almost entirely destroy a garment and in some process we can practically use zero water. It’s a kind of competition process through which everyone is trying their best in order to bring more innovation, more ideas. Diesel has always been forward thinking also in this aspect and the beautiful thing we can say is that it is true. Everyone speaks a lot about this topic, but I mostly see many doing it just for talking. Instead we are the real thing.
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