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Diesel’s One-of-a-Kind Focus

MILAN -- Think beyond jeans couture.<P>In the new Diesel store that opened Thursday on the hip Corso di Porta Ticinese here, one area of the 1,188-square-foot space is dedicated to one-of-a-kind jeans that never went into production but that feature...

MILAN — Think beyond jeans couture.

This story first appeared in the May 31, 2002 issue of WWD.  Subscribe Today.

In the new Diesel store that opened Thursday on the hip Corso di Porta Ticinese here, one area of the 1,188-square-foot space is dedicated to one-of-a-kind jeans that never went into production but that feature unique styles, finishes, treatments and details, for men and women.

Special hand-dyes, spray-painted designs and sexy laser cuts are some of the traits that characterize the $350 numbers.

“I wanted to create something small and exclusive because right now I feel `non global,’ in the sense that I’m tired of all these fashion stores that look exactly the same, and carry the same clothes, whether it’s New York or Tokyo,” said Renzo Rosso, Diesel chairman and the brains behind the company’s new retail project.

The unique prototypes, displayed alongside Diesel’s seasonal apparel collections and accessories, will be available in single sizes and are fruit of the company’s constant desire to push the envelope when it comes to experimenting with technology.

Housed in a 19th century palazzo, the store exudes an old-time flavor with vaulted ceilings, wooden beams, exposed bricks and vintage furniture.

“The Milan store is unique but we’re using the same approach of mixing vintage with standard fixtures all over the world plus different product offerings to stimulate the consumer to look for something different in each one,” said Rosso, who redesigned it three times to achieve his goal.

Diesel, which had sales over $500 million last year, has 163 stores worldwide, 83 of which are directly owned, plus 10,000 sales points, which Rosso says he wants to cut back by at least 10 percent.”