Diesel rethinks denim with launch of "evergreen" and eco Library line

By

Sandra Halliday

Published
May 12, 2021

Denim giant Diesel and its creative director Glenn Martens said they’ve written the “next chapter” in the brand’s For Responsible Living sustainability initiative with the launch of Diesel Library.

But it’s not only about eco as it actually rethinks the brand’s overall approach to denim. For a start, the initiative is genderless.

The company said it will be unveiled for SS22 and that it “represents a new strategy for Diesel’s core category”.

The Library will offer “a wide range of evergreen and longer-lasting denim items”, not just jeans but also jackets, tops, skirts and more. These will be added on a “made-to-stay basis, with 50% of the overall denim collection having a permanent shelf life”. 

The company said Martens aims to “refresh the base of every category at Disel, and this begins with the world’s most versatile and democratic fabric, denim. [But] just don’t call these pieces ‘classics’.”

Diesel stressed that the new approach “reinforces its commitment to innovation and the exploration of new production techniques to create desirable, durable and quality denim items”.

The end result should be “iconic, essential pieces conceived to outlive trends and last for years on end; a ‘total look’ will form the anchorage of this evergreen line”.

And, in line with wider developments in the denim segment, all of the pieces will have sustainability at their heart. With low-impact fibres, innovative treatments to reduce the use of water and chemicals and trims including leather patches that are chrome-free tanned; metal buttons with no-galvanized treatments; inner labels made with recycled materials; and cellulosic trims, including hangtags and patches, in FSC-certified materials.