The name, the denim, the slogan – 'Only the brave’ – are as American as they come. The secret of the Diesel brand lies in its irreverent ad campaigns, tongue-in-cheek messaging and general off-the-wall personality. That they make kickass jeans and clothing helps. While most companies have a motto, Diesel has a manifesto: 'We decode the world around us, take it apart and unlock what we thought we knew. We see differently and unite with those who see it too. Draw your own path. March in the streets with us." Clearly the brand marches to the beat of its own drum. In the ’80s, when big name jeans were selling for $25 max, Diesel introduced $100 distressed jeans (much to the distress of denim-loving teenagers’ parents). At the same time, they introduced the concept of fashion with attitude, of conforming without disappearing in a sea of same-ness, with a fresh and irreverent approach. 'Go with the flaw' is a 2018 ad campaign that speaks to the desire for authenticity, celebrates the unconventional and embraces imperfection as a sign of individuality. Today, Diesel is about grit, street, having fun and carpe diem.
If these values resonate with you, if stereotypes leave you running scared, perhaps it’s time you looked to Diesel. Denim by default signals independence and many brands stand for going your own way, but Diesel loudly and proudly is about being experimental. (Here's a fun fact. In 1995 Diesel became the first fashion company to launch a website.) If going bravely where no man or woman has gone before is your thing, click right here to shop Spree's Diesel collection.