Denim giants ‘drop weapons’ for joint capsule launch
14/03/2024
Each DiesellovesLee jean either has Diesel denim on front and Lee on the back, or vice-versa.
Requiring significant development to harmonize all the different fits, treatments and sizings, the capsule has two fits and four styles – two men’s straight fits, two women’s boot/flare fits – and features raw-cut and needle-stitched side seams.
Glenn Martens, creative director for Diesel, said: “It’s easier to create something new than it is to repurpose a garment, especially when customers want it to look exactly like they do online.
“The small things you do can go far and deep. DiesellovesLee is the ideal opening act for our continuous call to action. Two denim giants, often selling the exact same product with different logos, dropping our weapons and teaming up to address overconsumption and make something good and beautiful.”
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