Diesel Report

Diesel Report

The research initially focused on international denim brands (Levi’s, Pepe jeans, Diesel and Kuyichi), among them Diesel is the less sustainable so Fantastic 5 as a group investigated how this brand could be more sustainable and gain more transparency.

Here a brief introduction of the brand.

Diesel is an Italian clothing brand founded in 1978 by Renzo Rosso. Diesel started focusing on making high-quality jeans but now it offers a wide range of clothing, accessories, shoes, sunglasses and perfumes.

The company is present in over 80 countries with over 5,000 points of sale and more than 300 monobrand stores (200 of which are company-owned and the rest in partnership with local distributors).

It has become a symbol of the youth culture worldwide, from a work cloth to a high fashion item.

Since the beginning of his career in the fashion industry Renzo Rosso, CEO’s company, aimed to be a leader, he entered the US market when Levi’s was the giant of blue jeans worldwide. He wanted a company that took chances and carved out a niche for itself in its field. He started employing creative and talented people, welcoming international students to enrich the company of different background. He wanted to create the most dynamic and imaginative product available anywhere: he gave his open-minded design team broad stylistic freedom, and their mission was to create an apparel line perfect for independent people. Diesel target is 18-35 age person, fashionable but not victim of the fashion-system.

SUPPLY CHAIN AND COMPANY CREDIBILITY.

Fantastic 5 Recommendation for Diesel:

1. A GREEN SUPPLY CHAIN: achieving a more sustainable design, rethinking a traditional process, find a way to do it better.

2. Reducing the environmental impact of clothes cleaning

There is no trace of Diesel supply chain, collaboration with Fair Trade organizations, NGOs (except for Only the Brave Association) or use of eco-friendly materials/techniques.

In order to raise credibility for this issue Diesel should review its supply chain taking as a model sustainable denim brands.

Levi’s with its Levi’s Water <Less jeans is a good example, it approaches a new production process, first of all reducing the water consumption in the finishing process by making simple changes to the process, including:

1. A reduction in the number of washing machine cycles by combining multiple wet cycle processes into a single wet process, 


2. Incorporation of ozone