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Diesel Book: 5D Diesel Dream Disruption Deviation Denim

Next week Diesel will launch their new book: 5D Diesel Dream Disruption Deviation Denim. This new book shows fashion and denim enthusiasm Diesel’s journey within their more than forty active years in the industry.

Content Of The Book

The new book isn’t highlighting the full brand, its owner Renzo Rosso, chronological story, but it gives you more insight into their universe. It includes new images shot by four different photographers that also made pictures about the huge archive from the brand. This archive is based in Breganze, Italy which houses over 175.000 garments including rare pieces found from flea markets, thrift stores and global re-sellers.

The Diesel Slogan As Brand DNA

Since the start of the brand, in 1978, Diesel is using its slogan ‘For Successful Living’ as its brand DNA. Over all those years the brand has gained over 5.000 points of sale worldwide with over 400 mono-brand stores, 37 of those in the US. Between 1978 and 2012, the company has produced more than 2.000 different washes of denim, something they were known for.

About Writer Susie Lau

The Diesel 5D book is written by Susie Lau. She’s a London-based fashion writer and consultant, known for her blog Style Bubble since 2006. She also worked for Dazed & Confused as a digital editor and has written for The Telegraph, The Guardian, i-D and 10 Magazine. She currently contributes to publications such as Pop and Elle UK, as well as collaborating with numerous brands on content creation.

The Diesel 5D Diesel Dream Disruption Deviation Denim book contains 240 full-color pages with a hardcover. It’s only written in the English language and published by Rizzoli. The book will be available at Diesel stores, in their online store, and in Rizzoli bookstores worldwide.


Written by Wouter Munnichs
I'm the founder of Long John. Next to running this daily magazine, I'm working as a freelance denim specialist for the industry. Titled as 'Denim Influencer 2020' by Rivet 50. Celebrated my 10th anniversary with Long John in 2021.