New Book Retraces Diesel’s Disruptive History in Fashion

Vintage clothing, unconventional marketing campaigns, collaborations — such as the fall 2002 tie-up with the late designer Karl Lagerfeld — and even employees interviews. They are all in “5D: Diesel, Dream, Disruption, Deviation, Denim,” a book that retraces the Italian denim and fashion house’s 41-year history. Published by Rizzoli and hitting select Diesel stores, as well as, today, the 248-page tome was edited by fashion writer and social media personality Susanna Lau. Priced at $95, the book will then be available through Rizzoli’s wholesale and retail network starting Nov. 19. The thick edition opens with a dictionary-style manifesto elaborating on each word appearing in the title and associated with the brand, before Diesel’s founder Renzo Rosso is allowed to pen his own take on the early stages of the brand’s evolution, since, at 15, he started sewing the first pairs of jeans on his mother’s Singer machine. “In 1978, Diesel came into being. It was the moment of alternative energy,” Rosso said. “We’ve continued with that energy and that fearlessness through to the present. At the core, there’s no difference between who you are and how you identify [yourself].” Vintage pictures of Rosso spearheading the company’s growth into the Eighties and Nineties are

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