Diesel‘s Glenn Martens is stepping toward community, launching his collaborative “DIESELOVES” initiative that embraces competition. Dieseloves marks a new chapter in collaborative playbooks, eliminating overproduction by honoring fellow labels.
The ongoing program is a call-to-action for fellow brands to share existing materials, manufacturing and creative resources for change. For each Dieseloves collection, Diesel will offer its unsold stock to the joint creative team and invite its collaborator to do the same in order to create a limited-edition capsule made from existing materials.
The conjoined items are produced from scrap material, merging brand styles into celebratory offerings.
The inaugural partner is the denim brand Lee, and the united Diesel x LEE collection features 3,000 limited-edition pairs of jeans that are one-half Diesel and one-half Lee, conveying denim versatility. Individually-souced fabrics are pinned together across upcycled bottoms split by brand. Light and dark washes join across frayed seams, creating diverse fits that are undoubtedly unique. Every pair is complete with Dieseloves Lee badges, available in straight, flared, and bootcut designs.
All of Diesel’s profits from Dieseloves will be donated to the United Nations Refugee Agency via the OTB Foundation. While available now via Diesel in Europe and Japan, the full collection will launch in March 2024 on both brands’ websites.
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