SIDE NOTE WITH RENZO RUSSO CREATOR OF DIESEL JEANS
What was your influence on the 55DSL brand aside from 55 being your birthday year/lucky number? How do you interact with the brand and Andrea?
We found 55DSL to be the sporty brand of Diesel. And when Andrea got on board, he made it into what he believed was the right thing for a young consumer that shared with him a similar lifestyle. Andrea, together with his team, is totally free to do what he wants and what he feels is the right thing. It’s just very inspiring for me when I happen to be listening in on one of their meetings.
Both Diesel and 55DSL have had big anniversaries recently. Diesel is now 30 and 55DSL is 15. What’s next?
A 55-year anniversary!
55DSL was created to address a certain demographic that Diesel just wasn’t targeting. How did this all come about?
We are talking to all those kids that share with Diesel a free spirit and open mind; their reference world is full of colors, graphics and music.
