Diesel takes the lead in a revolutionary collaboration through Dieseloves, a groundbreaking initiative guided by creative director Glenn Martens. The Italian OTB group’s denim brand is at the forefront of a new era of collaboration, driven by a unique and philanthropic cause.
In an unprecedented move, Diesel partners with direct competitor, American denim brand Lee, for the inaugural Dieseloves project. This innovative concept sees both brands contributing their unsold stock, with a collaborative team of creatives from Diesel and Lee co-designing an exclusive capsule collection, seamlessly blending distinct elements from each label.
«Crafted meticulously from the unsold stock of both brands, each pair of Dieseloves Lee jeans is a harmonious fusion. Whether it’s Diesel denim on the front and Lee on the back or vice versa, these 3,000 limited edition jeans are one-of-a-kind masterpieces.» Available in limited quantities on Diesel’s website, these exclusive pieces will launch online on both brands’ platforms in March, priced between 300 to 350 euros.
Diesel’s approach, especially in collaboration with Lee, redefines traditional notions of collaboration. It not only showcases a creative merger of two brands but also addresses sustainable repurposing of unsold inventory, acknowledging legal restrictions against destruction. Beyond its innovative approach, Dieseloves stands as a beacon of philanthropy.
«Allocating 100% of profits to the UNHCR, the United Nations Refugee Agency, through the OTB Foundation, Diesel’s parent company’s philanthropic arm, this collaboration supports various global projects,» explained the brand in a statement. This commitment is particularly noteworthy, as many initiatives often don’t allocate the entirety of their profits to charitable causes.
Moreover, Glenn Martens, the creative visionary behind Dieseloves, aspires beyond limiting collaborations to Lee alone. His vision extends to encouraging other renowned labels to adopt this fair and equitable production and creation approach. Consequently, Dieseloves might spotlight up to three collaborations annually, marking a significant shift in the industry’s collaborative landscape.
