On September 7, Diesel opened the doors to its first Korean shop on Seoul's Garosugil Street. The three-story 4,445 sqf flagship is located in a trendy, fashion-oriented area of the city and offers the brand's men's, women's, accessories and footwear selections as well as the Diesel Black Gold line, home collection and limited edition items on the third floor.

The shop's opening party featured celebrities such as actors Hye Soo Kim, Dong Wook Lee, Kye Sang Yoon, II Woo Jung and Kang Hee Choi; singers Se7en, Victoria of f(x), Dam Bi Son; and model Kyung Ah Song. Diesel CEO Daniela Riccardi and Stefano Rosso were also there, mingling among the label's signature black steel finishings and vintage furnishings.

Riccardi commented: "We have ambitious plans for Korea. It's a market with very high potential in fashion and perfect for an iconic brand like Diesel, which has always been recognized for its denim and leather-rooted heritage and for its brave, rock'n'roll lifestyle. In Shinsegae we have found an outstanding partner and together we will bring the Diesel dream to life for the Korean consumer."