Diesel is releasing a new retrospective book titled 5D: DIESEL Dream Disruption Deviation Denim published by Rizzoli. The 248-page book tells the story of Diesel founder Renzo Rosso’s history of developing his label from sewing his first pair of jeans on his mother’s Singer sewing machine through to Diesel’s inception in 1978.
The retrospective celebrates Diesel’s reputation today as the progressive brand which celebrates uncompromising and out of the box communication campaigns. Edited by fashion writer Susie Lau, the book surveys Diesel’s denim history from the late ’70s to its most recent activations such as the Diesel RED TAG project, which collaborated with young, disruptive designers around the world.
The book highlights Diesel’s many hallmark moments and includes hundreds of photographs from Diesel’s archive in Breganze, Italy which houses over 175,000 garments including rare pieces found from flea markets, thrift stores and global re-sellers. The book also chronicles stories from Diesel employees, previous campaign imagery and the tenacity of the brand’s marketing approach and ethos which Lau describes as a “refreshing irreverence.”
5D: Diesel Dream Disruption Deviation Denim retails for $95 USD and is out now, available at Diesel stores, online and in Rizzoli bookstores worldwide.