LOS ANGELES — Diesel Black Gold has implemented its first change after breaking off as a separate business division with a new general manager.
This fall, the men’s component of Diesel Black Gold will start selling exclusively at Barneys New York, in addition to Diesel’s top freestanding stores, such as the one here at Melrose Place.
Designed by Sophia Kokosalaki, the Greek-born designer based in London, Diesel Black Gold highlights specially treated five-pocket jeans, dresses crafted out of fabric that have undergone distressed treatments usually reserved for denim, and quirkily treated leathers.
These changes follow the move this week that put Diesel Black Gold as a separate business division under new general manager Andrea Baldo, a company veteran who spearheaded the launch of Diesel’s fast-growing underwear and beachwear divisions.
Baldo plans to bring higher quality to Diesel Black Gold by using mostly Italian fabrics, offer competitively priced five-pocket jeans, tighten distribution and create a new logo, a new shop-in-shop concept and more accessories. There will also be dedicated advertising campaigns.
A team is planning a new decor that Baldo told WWD is very “different from Diesel’s and much more contemporary” for the line’s corners and shop-in-shops. The blueprint will also be applied to the Diesel stores that carry the higher-end line.
Diesel Black Gold counts the U.S., Italy, France, the U.K. and Japan as its strongest markets. Retail prices range from $198 to $350 for dresses and jeans, from $300 to $550 for tailored jackets.
Promising the exclusive to Barneys New York would give a boost to the high-end retailer, which is on a mission to expand in the U.S. Barneys will be the only department store selling Diesel Black Gold Stateside. The line was previously sold at Saks Fifth Avenue, among other department stores.
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