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Published
Jun 28, 2022
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Diesel launches new logo ‘The Big D’ to position itself as premium lifestyle denim brand

Published
Jun 28, 2022

Denim brand Diesel has launched a new logo ‘The Big D’ with an aim to position itself as a premium lifestyle denim brand. The new D logo will now be seen across all categories as the new branding of Diesel.


Diesel launches new logo ‘The Big D’ to position itself as premium lifestyle denim brand - Diesel


The brand is shifting gears and moving towards being an alternative to luxe denim brands and has launched the SS'22 collection which includes footwear, clothing, and accessories.

Commenting on the launch, Glenn Martens, creative director at Diesel in a statement said, “The power of diesel is that we talk to so many people. We can push sustainability and innovation, and we can push experimentation and concept. It’s pure diesel – you need to put it on in two seconds and live your life. For successful living.”

Manu Sharma, group vice president at Reliance Brands Limited added, “Diesel is denim since 1978 and will continue to be, however, we also want to position ourselves as the premium lifestyle denim brand, an alternative to luxe. We are moving towards a responsible collection while continuously experimenting with & innovating our design language and increasing our category mixes. The goal is no longer to sell products but to deliver value.”

Diesel retails in India through a joint venture partnership with Reliance Brands Limited. Diesel has 12 stores in India and also sells online through its website and e-commerce platforms like Ajio and Tata cliq Luxe.

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