You’ve to give it to Diesel for being fresh with such consistency. This year, they made me do a double take when i first spotted the dz4160 shown above. At first I thought it was photoshopped. Renzo Russo, the man behind Diesel calls this – his company’s ability to innovate in stagnant fashion markets as the ‘Diesel treatment’.
In a recent book, Wilbert Das, Diesel’s creative director, explained their approach further:
“We’ve always been fascinated by things that are kitsch, colourful, decorative. Sometimes we refer to it as “retro-futuristic”, but that doesn’t quite capture it. We like to clash styles, piling references on top of one another. We get out of our way to challenge definitions of good taste. We’re not interested in fashion – we prefer to create things that are entirely our own. Diesel is anti-fashion fashion.