Diesel pioneered the idea of luxury denim, and we still drive this market. But it encompasses more: the consumers love the brand, the lifestyle, the mentality of Diesel.
Sentiment: POSITIVE
Diesel is the only example of a casualwear or sportswear company that became a luxury brand.
When I first moved to London for university, I was already a big fan of Diesel because, in the nineties, Diesel was, like, the brand. The stores were the place to go. It wasn't workwear like Levi's or G-Star.
The real product at Diesel is satisfaction. My satisfaction at Diesel is being a pioneer.
We're always trying to break the boundaries of what a 'denim brand' can be, and we want to be respected for it.
We inside Diesel are the first consumers of our advertising. We make ad campaigns for our own amusement - that's why they succeed.
If you think about jeans or phones or television, we are used to new brands popping up right and left. But in the car industry, we grew up with Mercedes, BMW, General Motors, and Ford, and nobody can remember during his or her upbringing a new car brand coming to life.
Forget luxury; as a great company you have to keep evolving.
I think the idea of mixing luxury and mass-market fashion is very modern, very now - no one wears head-to-toe designer anymore.
You have to be hopeful that people will be more educated in how they buy things, and hopefully more luxury brands will start to think that way on a longer-term basis.
To me, my brand is luxury, it's art, it's women, it's raw, it's urban.
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