High Designer Denim Since 1978 defines a new design language



By IANSlife

New Delhi, Jun 26 (IANSlife) When it comes to a fabulous pair of jeans, Diesel tops the list. Since 1978, high fashion denim has established a new design language, and now the brand is shifting gears and moving towards an alternative to luxury denim brands.

The SS’22 collection rightly defines the design language focused on showcasing the Diesel DNA in a modern way: the D logo will now be perceived in all categories as the new Diesel brand image.

Creative Director Glenn Martens says: “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 have to set it up in two seconds and live your life. For a successful life!’

With this venture, the brand aims to reinforce its perception as a premium lifestyle denim brand and position itself as a priority booster for the “Gang of Four”.

‘Diesel has been denim since 1978 and will continue to be, but we also want to position ourselves as the premium lifestyle denim brand, an alternative to luxury. We are moving towards responsible collecting while continually experimenting and innovating our design language and increasing our category mixes. The aim is no longer to sell products but to deliver value,” says Manu Sharma, Group Vice President, Reliance Brands Limited.

Manu Sharma, Group Vice President, Reliance Brands Limited, speaks with IANSlife about shifting:

Tell us about the new logo and why the brand felt the need for it?

Sharma: The new logo – BIG D is a realization of the role we want to play and symbolizes the shift and transition to a premium lifestyle denim brand, alternative to luxury. The D logo will now be visible in all categories as Diesel’s new brand image.

Regarding brand positioning, Diesel has always had a global cult following, do you think in India it has not been able to resonate with brand enthusiasts and create a connection?

Sharma: The brand in India has done what it has always done across the world. We have had great success with existing Diesel enthusiasts and loyalists. The new positioning approach we are taking now gives us the ability to speak to a larger, younger and more diverse audience with something to offer for every personality and attitude. That said, Diesel is and will remain denim with the new positioning. We have more than half of our customers coming back to buy diesel month after month.

Sustainability cannot be ignored today and jeans are known as one of the most environmentally polluting wardrobe items… as a brand, what are your sustainability initiatives and how do you count you reduce your footprint?

Sharma: We are now moving towards more responsible and sustainable processes and fabrics at all levels. For example, denim stalwart Diesel takes the old 5-pocket denim fabric and offers it again in a more modern and updated version. This collection has a new personality that makes it the beating heart of the brand treated with washes and treatments that have a lower environmental impact and include higher sustainability standards, making Diesel a truly revolutionary global brand.

Diesel fabrics are made of low impact materials, such as organic and recycled textiles. Leather patches are tanned without chrome, metal buttons and rivets have no galvanized treatments. Interior labels, including hang tags, are made with recycled materials; cellulosic fillings and patches are made from FSC-certified materials. The washes are carried out with innovative techniques that significantly reduce the use of water and chemicals. Garments will offer more product benefits, improved treatments and washes.

When it comes to marketing, do you think it has become imperative for brands like yours to tap into the influencer marketing category?

Sharma: With Diesel’s new approach, positioning and increased offering as part of the show’s collection from the Spring/Summer 22 season, it’s important for us to keep all channels open to reach our new and younger audience. So yeah, you’ll now see a lot more Diesel moving forward, even using the influencer-focused space.

Finally, your points of contact for this quarter?

Sharma: We continue to focus on our core business, which is denim. However, as we strive to become a premium lifestyle brand, we will also focus on other important categories including footwear, underwear and accessories.

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