Diesel to celebrate 30 years in Japan with "ready to retail" catwalk show
Diesel will celebrate 30 years in Japan this September with an exhibition celebrating the Italian brand's heritage and a "ready to retail" catwalk show with the collection shown available to buy in-store or online the same day.
The premium denim brand was founded in Italy in 1978 and entered the Japanese market in 1986. Its founder Renzo Rosso is promising some "new crazy, cool Diesel stuff" for the celebrations which take place on 6 September in Tokyo.
Diesel AW16
“I have always been in love with Japan. I visit the country regularly – just as my design team do. We do our research there, so one could definitely say that Japan always played, and still plays, a big part in Diesel’s global success," Rosso added. "So I dedicate this 30th anniversary to Diesel’s Japanese supporters, who always push us to do more and better."
The event will include an exhibition of Diesel's key denim looks from 1978 to the present day, which has been curated by the brand's creative director Nicola Formichetti (who was himself born in Japan). The AW16 catwalk show will also take place and will be "ready to retail" with the collection available to buy worldwide that day.
Diesel AW16
"Japan is where I was born and it has always played a prominent role in my creative process, being a constant source of inspiration, being a huge part of who I am. And now it’s a match made in heaven for me, as artistic director of Diesel, to be able to celebrate 30 amazing years of Diesel in Japan," said Formichetti of the initiative.
Diesel AW16
To commemorate the anniversary Diesel is also launching two denim capsule collections, one of bias-cut denim and one a Jogg jeans utility type, which will be available worldwide on Diesel’s e-commerce site from the 6 September. In addition it will also unveil three collaboration collections to be exclusively distributed in Japan. These collaborations are with Japanese Menswear designer N. HOOLYWOOD, emerging Japanese designer Yuko Koike and Porter - Yoshida & co, a producer of quality bags made in Japan for more than 80 years.
