To counter the overproduction of jeans, one of the biggest denim brands in the world had the idea of teaming up with its competitors to create recycled pants. Result ? Original and terribly stylish pieces.
When fashion brands come together to have a positive impact. In an effort to reduce the overproduction of jeans around the world, Diesel decided to initiate partnerships with its own competitors. Imagined by the creative director, Belgian Glenn Martens, the project DieseLoves offers the challengers of the Italian label to work hand in hand in order to share their unsold materials and create new pieces. This action makes it possible to manufacture completely new denim without having to produce new raw materials. A laudable idea, since the manufacture of a single pair of jeans requires up to 10,000 liters of water. Result: for each collection, an ultra-limited capsule line is created from deadstock from Diesel and the other brand by a team made up of designers from both labels.
Half and half, for a good cause
The denim label Leecreated in 1889, is the first to participate in the project. The pants were created from 50% Diesel jeans and 50% Lee denim. The two American institutions, experts in indigo canvas, have pooled their experience to design and assemble these unique two-tone designs.
A glimpse of the capsule DieseLovesLee is already available on the Diesel website. The complete collection will go on sale in March 2024 on the eshops of the two brands. Concerning the prices, we can count between 300 and 350 euros jeans, the average price of a Diesel model. The little extra? All profits from sales are donated to the UNHCR, theUnited Nations Refugee Agency. In order to continue its project in the coming seasons, Diesel launched an appeal to the fashion industry. So Levi’s, Mother, Salsa, Kaporal, G-Star and Le Temps des Cerises, interested?