By  on April 15, 2011

MILAN — The Diesel Fuel for Life fragrance franchise is set to get a fresh injection with its latest introduction, called Fuel for Life Denim Collection, two new scents for men and women produced by L’Oréal, the Italian lifestyle brand’s fragrance licensee.

“Denim is in our DNA. We’ve changed the scent and revamped the bottle and dressed it in denim. This is really the core of the company,” said Renzo Rosso, president and founder of Diesel, referring to the denim-clad flacons and the new juice’s inspiration.

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