Renzo Rosso, President of OTB and founder of Diesel, launched the brands’ For Responsible Living strategy, as a commitment to taking action for the future of the planet. The new sustainability strategy is based on four key pillars and commitments named Be The Alternative, Stand For The Planet, Celebrate Individuality and Promote Integrity.
Through this announcement the Italian denim and lifestyle brand formally committed to implementing a responsible business strategy that is respectful of people and the environment. “Beyond words I like to say I grew up and actually still live in the countryside surrounded by nature, it is where I truly feel at home and it is what I deeply love. Our company hosts lots of green areas and the biggest vertical garden of Europe. We don't drink water from plastic bottles but from metal bottles only from ones created in collaboration with 24Bottles, but also offer socially sustainable services like a kindergarten aimed at hosting 60 kids.”
He added: “Today we face a new vital challenge, the biggest one yet–as we become more and more aware of the social, economic, and environmental impacts of the fashion industry at large, and Diesel is ready to face it full steam.”
Diesel has worked with sustainability and communication consultancy company Eco-Age in its creation and will continue to be supported by Eco-Age in its implementation. With the help of Eco-Age, Diesel will also look to partner with organizations local to its global territories, to enhance its community impact as an integral part of Responsible Living.
The first visible result from this new initiative is the launch of a special capsule collection that will be launched on 22nd February in Milan's Piazza San Babila flagship store. “It will be a new special upcycled collection made by using old garments from our brand,” said Rosso explaining how his son Andrea Rosso, creative director of Diesel licenses, was one of the first supporters of starting this new journey.
Over the coming months, Diesel will define measurable targets for the future, continually and publicly track progress and demonstrate its commitment to responsible business to future generations. Renzo Rosso said: “We want to track our company’s and product CO2 emissions. We have already started tracking them through all our French and Italian stores, and will continue through our company's activities. We also want to sensitize and educate our employees–as our commitment aims to embrace all aspects, not just working time but everyday life.”
The items of the collection that will follow responsible criteria will be characterized by a green Diesel label that will carry the same lettering of the renown Diesel logo–though with a green background–and will carry information on how sustainable is that piece of clothing.
Livia Firth, co-founder and creative director of Eco-Age, said of the collaboration: “I salute Renzo Rosso for publicly taking this bold step and starting a difficult journey. It takes courage and commitment and I know Renzo has plenty of both. Eco-Age has accompanied Diesel for the last few months to set the framework of For Responsible Living and the Diesel team is a joy to work with.”