Diesel and its creative director Glenn Martens are launching Diesel Library, a new project part of the brand’s For Responsible Living strategy (also see here).
Debuting for spring/summer 2022, Diesel Library is focusing on a genderless and new responsible evolution for the Diesel denim product category. The aim of the project is to start offering a wide range of evergreen and long-lasting denim pieces including, in addition to five-pockets, jackets, tops, skirts and more styles, half of which are designed to continue being offered season after season as part of a timeless quality wardrobe meant to survive trends and last for years.
These products are made according to responsible criteria. For instance, they employ low-impact materials such as organic and recycled fibers. In addition, they are treated with finishing techniques that may drastically reduce the use of water up to 90% and of chemicals.
Diesel Library campaign pic
Completing the collection are accessories including leather patches that are dyed without chrome, non-galvanized metal buttons, inner labels made from recycled materials, and tags and pockets made from FSC certified materials.
All the characteristics of each item will be traced through a QR code printed on the tag attached to the garment. This way, each piece can be identified by a sort of digital passport through which consumers can access a dedicated web page where they can learn more about all the responsible characteristics of each item.
The accompanying campaign image shows 3,000 Diesel jeans and textiles from stock collected by the company during the last months. They include denim trousers, unused fabric and various other fabrics from all over the world. Diesel amassed various leftover denim items from shop windows, remains from past collections and recycled garments. All these pieces aim to represent the Diesel Library project focused on sustainability, responsibility and longevity.
A preview of the first Diesel Library collection will be disclosed during Martens’ first fashion show for the brand planned for June 2021. The collection will be available in select Diesel stores worldwide, on diesel.com and in top multibrand stores worldwide starting from November 2021.