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Italian lifestyle brand Diesel in India
16
Apr '10
The iconic Italian lifestyle brand is now in town. After months of buzz, rumours, and 'Stupid' messages plastered across everywhere, DIESEL is here for real with big openings in major Indian cities.

Known as a premium casual brand, Diesel is definitely not new to the truly cool and truly fashion forward. Launching with the global campaign that celebrates its brave and creative spirit,the brand with the Be Stupid ads also encourages people to takeg risks and move beyond the smart and safe track for life.

Partnered with Reliance Brands Ltd – a part of the Reliance Industries group, Diesel is launching 2 stores in Mumbai this month. And one each in Bangalore, Delhi and Hyderabad, over the next few months.

Designed by the Diesel Creative Team, the two Mumbai stores exude their own distinctive identity and are not a replica of any other existing Diesel flagship in the world. They spread across 7,500 sq.ft. (the Juhu Tara Road store) and 2,600 sq.ft. (the one located inside the Palladium Mall in High Street Phoenix), and both stores will feature the complete Diesel lifestyle - including apparel, 5 pockets, footwear, intimate, timeframes, shades, fragrances and accessories as well as limited-edition products developed in collaboration with other brands.

Renzo Rosso, President and Founder of Diesel said, “I have always admired Indian people, they are very passionate about what they do and they have an innate fashion taste. India has been one of our major objectives for the last 5 years, we worked hard in order to find the right location, the perfect time and the best partner to expand our brand in this country. The time is now and we are very excited to be here”.

Darshan Mehta, President and CEO, Reliance Brands, said: "To launch In India one of the most iconic brand in contemporary fashion, is the culmination of a dream and many months of painstaking but enjoyable work for my team and me. Diesel has spawned a genre of fashion that is an alternate to established luxury and in India it arrives to a throng of hungry fashionastas and a growing generation of cool consumers.”

Born as a denim brand, Diesel is today a lifestyle icon with collections in casual clothing, footwear, accessories,fragrances, eyewear, jewels, helmets, home textile, furniture and lighting, and even a car, the Fiat 500 by Diesel. With 'Planet' Flagship stores in Milan, New York 5th Avenue, Tokyo and Hong Kong and mono-brand stores in Milan, Rome, New York, London, Paris, Amsterdam and now Mumbai, among others, the Diesel influence is definitely wide and undeniably global. With an international premium fashion brand in the country, the largest cult following is definitely growing bigger.

Reliance Industries Limited


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