Diesel Loves Lee: direct competitors, partners in circularity
At a first glance, Diesel Loves Lee may seem just another provocations that Renzo Rosso’s brand has accustomed regulars to, such as the Deisel, fake-but-real jeans launched in a Canal Street shop in 2018, or the sex toys developed with Lelo.
In fact, the two competing denim specialists have joined forces for the first Diesel Love collab, where Diesel Loves is a long-term project planned by Diesel to share creative and production resources with different partners, including competitors, in order to promote change.
Diesel Loves Lee is the first invitation to a competitor to participate in the creation of a collection that solves the problem of overproduction. Diesel and Lee have provided their respective stocks of unsold jeans, resulting in a limited edition where each garment is unique, half Diesel and half Lee denim. The term ‘half’ is to be taken literally, as each pair of trousers is actually constructed with the front of a Diesel jean and the back of a Lee jean, or vice versa.
The message entrusted to this first collection developed with a direct competitor such as Lee is the “unifying power of denim”, conceived as a universal everyday uniform, something that everyone has in common beyond all differences. The message is reinforced by a philanthropic aspect, as Diesel is donating 100% of the profits from the sale of the collection to the UNHCR, the United Nations Refugee Agency, through the OTB Foundation, Diesel’s philanthropic arm, which already works with the UNHCR on other projects.
A preview of the 3,000 garments produced for this first capsule is already available on Diesel.com in Europe and Japan, while the full collection will be distributed by both brands from March 2024.
Only the brave, literally.