Diesel’s founder, Renzo Rosso, tells Men’s Folio about his plans to “re-energise” the iconic denim label.
Diesel is returning to Singapore, what’s different this time? Many things are different, trust me! Two years ago, we started a process called “Diesel Reboot” to correctly re-energise and re-modernise the brand which, after over 35 years, was a bit tired. I found the best partner in crime in Nicola Formichetti, “a young Renzo”, as I always laugh about it, a crazy visionary with the modernity of today. He started working on new, 100 per cent Diesel DNA products, on the right marketing campaigns. Together with him, came also a new global CEO of the brand, Alessandro Bogliolo, who has been working (amongst other things) on the most appropriate distribution for the brand worldwide, selecting the best wholesale partners, and redesigning our mono-brand stores worldwide with Japanese collective Wonderwall.
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