MILAN — Diesel’s youth and action sport-inspired 55DSL label is growing up as it celebrates its 15th anniversary this year.
Originally created as a Diesel capsule collection, creative director Andrea Rosso has sought to develop the line into a distinct collection with a defined identity that draws from his sport-meets-the-street mentality. The goal for Rosso, son of Diesel founder Renzo Rosso, has been to translate his passion for action sports, such as skate- and snowboarding, into 55DSL.
“Today, I like to define it as a lifestyle brand that links street, urban elements, together with trends and fashion concepts,” said Rosso, adding that 55DSL also draws inspiration from music and graphics. “It has a world around it, an international community that embraces a real life philosophy.”
Based in Marostica, near Bassano del Grappa in Italy’s Veneto region, the brand is under the Only the Brave umbrella, which includes labels such as Diesel, Martin Margiela and Sophia Kokosalaki.
To commemorate the 15th anniversary, the company has introduced the “Hi-Jack” project, featuring a collection of reproductions of 15 pieces that most represent the brand. The label also took over portions of Diesel’s 15 largest U.S. stores beginning Sept. 15 to sell the reproductions for 15 days.
The Diesel Union Square store in New York is housing an in-store shop carrying 55DSL’s complete men’s wear lifestyle collection, including a limited edition line of T-shirts developed through a collaboration with five renowned graphic artists. The line’s first footwear collaboration, the Adidas Originals XV/55 sneaker, will also be on offer.
Rosso said he targets young customers with an easy-to-wear, competitively priced product. Average retail prices range from 30 euros, or $44 at current exchange, for a T-shirt, to 100 euros, or $147, for a jacket. T-shirts are among the brand’s bestsellers, whether branded with institutional logos or featuring graphics, together with colored denim pants.
“The brand is colorful, young and playful, and we want our customers to actively feel part of our world,” said Rosso, who has developed a dedicated 55DSL.com Web site.
The brand continues to invest in its own network of stores, as well, and is finding significant growth opportunities in Asia. Over the last year, it has worked with Carnival International Ltd. to open two 55DSL stores in Beijing and another in Shanghai.
“We were impressed by the positive reaction to our brand in China,” said Rosso.
This year has seen the opening of an in-store shop in Shanghai’s Jiu Guang department store, and the launches of freestanding stores in Nagoya and Kobe in Japan, at the Dubai Mall, and in New York and London. A store will open in Morocco by yearend.
The brand is available at about 1,000 points of sale around the world and counts 20 55DSL stores.
Rosso is confident about the 55DSL’s prospects for growth, but seems committed to maintaining a high degree of flexibility and creativity in his approach. The priority, he said, is to “always be dynamic and creative and to talk to those that want to be part of our world” with “unexpected cooperations,” new stores and “embracing young artists.”
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye