Diesel makes a move

Diesel today presented a new partnership with Zucchi Group, one of the major international producers and distributors of home textile products, for the launch of its brand new home collection, “Successful Living from Diesel”.

Built around a rock ‘n’ roll and casual living concept, this new textile collection incorporates Diesel’s trademark style and attitude and will be introduced officially at Milan’s international furniture show “Salone Internazionale del Mobile” in April 2008.

The “Successful Living from Diesel” textile collection will be distributed worldwide in leading department stores and home textile specialty stores as well as in selected Zucchi and Diesel stores starting from September 2008.

“Successful Living from Diesel”, the brand’s complete home project, will roll out progressively in all relevant categories (furniture, accessories, lighting) to offer Diesel fans around the world a complete range of home products by 2009.

Designed by a creative team headed by Diesel’s Creative Director Wilbert Das, the new textile collection will translate the brand’s core brand values, characterized by innovative design, an ironic and vintage appeal combined with an ultra-modern and quirky twist.

“I believe that today one’s living space is more than ever a means to express one’s personality. Diesel, a true, 360 lifestyle brand, can only bring incredible innovation in this field,” say Renzo Rosso, President of Diesel. “We decided to start our new venture in the world of interior design with textiles because they are the closest to fashion and what we know best, and Zucchi, thanks to its incredible know-how, quality and international network, is the best partner we could choose to start out successfully.

“Home has always been our world and our passion. To the home we brought innovation, color and design in order to give people the opportunity to creatively express their taste and personality,” say Matteo Zucchi, CEO of Zucchi Group. “For generations we have interpreted people’s taste and needs, developed and manufactured products and brought them to their homes through a capillary distribution. Diesel is a new and extraordinarily innovative world for the home and, as such, it is a challenge to embrace with enthusiasm and passion.”