To celebrate the launch of its DIESEL UPCYCLING FOR initiative, the Italian lifestyle brand has thrown a huge event during Milan Fashion Week. Hosted by the Diesel founder Renzo Rosso and the brand’s sustainability ambassador Andrea Rosso, the party explored DIESEL’s new sustainability initiative, as well as the brand’s For Responsible Living strategy which is based on four key pillars (Be The Alternative, Stand For The Planet, Celebrate Individuality and Promote Integrity)and is all about commitment to a more sustainable future.

Kicking off the initiative with the brand’s heritage 55DSL that’s all about urban sports, the label has reworked deadstock, archive pieces and prototypes, into a completely reimagined limited-edition product run. Featuring bold dashes of color, tie-dye treatments, mixed materials and overlapping logos throughout the collection, the new range is a fresh take on DIESEL’S heritage and creating beautiful garment while keeping our planet in mind. 

In the brand’s vision, upcycling and creative reuse is all about the process of ‘transforming existing products, waste material and deadstock into new products,’ reducing the consumption of raw material and decreasing energy use, pollution and greenhouse gas emissions along the way. Throughout the event, Diesel showcased how upcycling can be interpreted and re-interpreted through the creativity of the different designers that the brand is hoping to collaborate with for every DIESEL UPCYCLING FOR collection. 

The first capsule has been presented in a made now, buy now format in a classroom-esque live performance where seamstresses created live pieces of the collection in front of the audience. The music component was also there to enhance the whole experience, bringing forward the mechanical sounds of upcycling played by artists — a sound of objects being reused. Visitors could scan the QR codes attached to each piece of the DIESEL UPCYCLING FOR 55DSL that directing the purchaser to a landing page detailing how the garment was made, with a photographic timeline of all the processes used.

You can shop the first DIESEL UPCYCLING FOR capsule is now on diesel.com, in select DIESEL flagship stores and a network of select retailers worldwide.