05 December 2022, Mumbai
Diesel has opened a Red & White store in India. This is at Hyderabad and it is the first such store in India, spread across 4193 sq ft. Elements of renewal, disruption and transformation are layered into the architecture. Interiors are clean, and they invoke a feeling of being in a stripped-out shell. The rawness of this immersion engages the customer’s senses on a fundamental level and showcases Diesel’s products in a modern way. Customers get enveloped in Diesel’s ethos as they enter the store. The huge digital façade at the entrance and store interiors is an immediate impression of boundary-pushing retail, blending a unique atmospheric experience with the physical act of shopping.
The store displays a collection of compression shorts, sports bras, bodysuits, sweats, hoodies, tees and more. The vibe has a retro sport influence and takes inspiration from archival iconic Diesel codes such as color-blocking in a bold primary palette, proportion plays, logo taping, and an overall impression that recalls the bold aesthetics of the 1990s and early 2000s.
Diesel is an innovative international lifestyle company, producing a wide-ranging collection of jeans, clothing, and accessories. Since its creation in 1978, Diesel has evolved from being a leading pioneer in denim into premium casual wear, becoming a true alternative to the established luxury market.
