Italian retail clothing company, Diesel is launching a major project called Diesel Library, a genderless line that will debut in spring 2022 as part of Diesel’s “For Responsible Living” sustainability initiatives. The project will begin with the denim segment, but Diesel’s creative director, Glenn Martens stated that it will eventually extend to all of the company’s divisions. Martens’ first show for Diesel, a genderless simulated experience on June 21 during Milan Fashion Week, will offer a sneak peek at the line.
With 50 % of the total denim stock providing a permanent shelf life, the library will sell a wide variety of evergreen and longer-lasting denim products, ranging from pants and jackets to tops and skirts, to name a few.
When the designer joined Diesel as creative director last October, he confessed to having doubts about himself and his behaviour while working with such a large corporation. He said that Diesel is a very democratic brand that is used all over the world, regardless of social class or religion. When he first started, he wondered what they were doing as such a large and well-known business making so much denim. For a brand like Diesel, the designer found there was “a very different understanding and way of being innovative.” “It’s not just about luxury and having beautiful clothes; there are far more social [issues] beyond creative growth, and they need to dig deeper.
Things from the Diesel Library can be manufactured with low-impact fabrics such as organic and recycled fibres; washes and treatments performed with innovative techniques that greatly minimize the use of water and chemicals; and trims such as metal buttons with no-galvanized treatments, chrome-free tanned leather patches, and inner labels made from recycled materials. Trims made from cellulosic materials, such as hangtags and patches, are realized in FSC-certified materials.
All these characteristics can be traced and shared with a QR code on each Diesel Library item’s tag, resulting in each garment being fitted with a digital passport that grants consumers access to a dedicated web page where they can read more about the attributes of each particular item.
Martens added that they want to make sure the denim is as safe as possible, and then we want to spread the word in a friendly way, raising awareness. Transparency is a matter of sustainability, and Diesel is a straightforward brand, in-your-face brand in a market where there is a lot of B.S.
Diesel Library heralds a change in the company’s approach to denim production in the future. Anything will be made under this flag, removing the five-pocket divide between men and women.
The basic colours will range from white and blue to indigo, green, and black in the Library set, which will be a carryover collection. Starting in November, the collection will be available in select Diesel shops worldwide and on www.diesel.com, with prices ranging from EUR 180 to 400.