The Italian streetwear brand 55DSL has opened its first store in Casablanca, Morocco. In line with its signature innovative store concepts, this new boutique fuses vintage athletic style and gymnastic equipment with a colorful outdoor aesthetic. Covering 180 sq. meters, it features almost the entire assortment of womens- and menswear. Opening hours are from 9:30 to 1 pm and from 3 to 8 pm. “Casablanca is a very important market for us. With this opening 55DSL continues to address the desire of cool youngsters around the world to be stylishly and unique,” said Andrea Rosso, creative director at 55DSL. To celebrate its recent opening the label will stage a live talent show at the American School in Casablanca on Mar. 27. The money raised will be donated to Agir, a Moroccan cancer association, with the blessing of Princess Lalla Hasna of Morocco. Currently the Diesel spin-off operates 10 stores, along with seven shop-in-shops, with additional stores in the works.

—Lena Grossmüller