Italian fashion company Diesel has appointed Nicola Formichetti to be the new artistic director for the lifestyle brand. “I finally met somebody as crazy as I am,” said Renzo Rosso, founder of Diesel. Rosso pointed out that Formichetti would share his “crazy vision” and that he finds it incredibly inspiring to work with him. “Two creative planets are colliding to generate fresh, mad, insane ideas. With his help, I want to break more rules and bring the real Diesel to a new generation.”

Nicola Formichetti: “When Renzo asked me, I remembered that Diesel and I are all about the same things. It’s about being empowered, it’s about being free. It’s a positive revolution. We’re going to reboot! Hit refresh. That’s our first project: we’re ripping apart everything to re-build something bigger. I want to get the creative young people around the world to be part of the process.”

Beginning in Fall/Winter 2013/14, the fashion all-rounder (stylist, designer, social media star) will start the Dieselreboot project. The project is seeking to mobilize an emerging global creative community, and will live in the zone of TUMBLR ©,, which is live now.

Formichetti will also oversee all creative activities for the Diesel main line, including the areas of product, communications and interior design - coordinating the existing Diesel Creative Team.