Diesel has tapped Hood By Air’s Shayne Oliver as the first designer for its new Red Tag Project.
Hot on the heels of Moncler’s Genius initiative, which has seen eight top designers join the label for eight new lines, Italian label Diesel has announced a similar idea.
The brand will be working with influential designers, who will create capsule collections that will be distributed exclusively by selected retailers worldwide.
Oliver has designed 10 looks, which Diesel will debut in Paris on Saturday (03Mar18).
“I love denim’s heritage and its American roots, as well as Diesel’s Italian core,” Oliver said in a statement. “This capsule is really the language of Renzo (Rosso), the brand founder. Refined razor-sharp denim aesthetics that devours the excesses of trendiness.”
Streetwear brand Hood By Air is currently on hiatus, though Oliver has been keeping busy by teaming with other brands, including Helmut Lang and now Diesel.
Talking about the new project, Rosso, explained how each designer will interpret the fashion house’s offerings.
“This is a vibrant moment for Diesel: we are working on a series of global initiatives, one of which is this with the most groundbreaking and radical international designers, like Shayne,” he added. “The new generations are excited and engaged by beautiful products that have a soul and speak the language of today.”
Rosso is no stranger to pushing the boundaries of fashion, and recently set up a Diesel knock-off store in New York’s Canal Street selling genuine garments that looked fake, thanks to the misspelled DEISEL logo splashed across denim, sweatshirts, caps, and T-shirts.
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