Diesel today takes its online presence to the next step with the launch of a virtual store named “The Diesel Style Lounge” on its website diesel.com.

Launched simultaneously in Europe and America, the Diesel online flagship store offers the full range of Diesel apparel, denim, accessories and underwear, allowing brand-fans to indulge in sofa-shopping where ever they may be.

Partnering with the YOOX group, the site was designed in-house by the Diesel creative team, (headed by Wilbert Das) and utilizes high-quality digital techniques influenced by Hollywood movies like Matrix, where models twist and turn in the latest Diesel looks. The shoppers will be able to see on screen how fabrics move and how styles fit on real bodies.

Diesel’s largest flagship store offers more than 1,000 items, starting with FW07/08 and SS08 preview. The Style Lounge will change on a seasonal basis and feature 18 key looks (nine female, nine male) at the same time. New styles will be added every month.

Says Diesel President and Founder Renzo Rosso: “I have always dreamt of a store where all my favorite products are available at the same time. Finally, creating a digital gallery, we provide Diesel fans around the world with a unique mind-blowing experience of shopping”.