The Diesel 2020 capsule collection dedicated to Pride
DIESEL—with more pride than ever—announces the launch of the DIESEL 2020 Capsule Collection Dedicated to Pride, consisting of 49 pieces total. At a time in which celebrations and gatherings may not be able to occur as they once did, DIESEL intends to champion Pride with even more strength and support. Being who we are should not be up for debate, judgment or approval—nor should Pride be in any way minimized when facing new obstacles and turbulent horizons. That being said: It is more important than ever to promote and take action for freedom, fairness and justice.
2020 marks the second season that DIESEL has designed a capsule dedicated to Pride. Primarily, it consists of underwear, beachwear, and accessories. Notable items include boxers briefs, bikinis, jock straps, socks, baseball hats, tank tops, bodysuits, T-shirts, shorts, sweatshirts, sunglasses and watches.
Two adaptations of DIESEL logos appear throughout; the first, a circle rainbow icon with the phrase “Diesel Only The Brave,” and the second, and perhaps the bolder of the two, a block text showing the iconic cookie logo reworded for the occasion with “DIESEL For Successful Loving.” Additionally, this icon is color-treated in an ombré rainbow fade. However, it’s in the details where the collection really stands out. Etched along the sunglasses’ arms is the phrase “GET WET,” which also becomes visible on the lenses when they get steamed up. Just as in life, the details and individual components make all the difference—unique traits should not only be honored, but fully encouraged.
DIESEL has long held diversity and inclusion as core values of its brand ethos. There is no better arena to toast these values than in commemorating Pride.
To generate contents around the capsule, DIESEL followed social distancing and health and safety guidelines. As a result, all assets depicting and showing the DIESEL 2020 Capsule Collection Dedicated to Pride have been created by LGBTQI+ individuals around the world: Harlow Monroe; Sofia Malamute; Stella Lucia; Kai Isiah Jamal;Saroand Ian Isiah. Each created imagery through their lenses and in their own homes and places of shelter.
As a component of Pride month celebrations, DIESEL will partner with the world-renowned Club Quarantine for the first 24-hour global digital party in late June, connect-ing many cities around the world to be hosted on Zoom. Socializing has changed drastically—we are in the virtual rave age, and, through digital innovation, DIESEL and Club Quarantine demonstrate that, no matter what or where, there is no substitute for community.
The DIESEL 2020 Capsule Collection dedicated to Pride is available worldwide through retail, wholesale and trade channels, and the full line may be purchased through www.diesel.com. Diesel and OTB Foundation will support two international projects dealing with gender identity and integration into the work market: the SF LGBT Center(San Francisco Lesbian Gay Bisexual Transgender Community Center) and the TGEU (Transgender Europe).