Diesel presents a five-part mini-documentary series aimed at demystifying its more responsible denim practices. Behind the Denim dives deep into Diesel’s commitment to creating denim with lower environmental impact. Denim has been at the core of Diesel’s identity since its launch in 1978, offering an alternative to traditional denim, luxury, and lifestyles. Over four decades later, Diesel remains true to its values of non-conformity, self-expression, and freedom, constantly challenging the status quo.

With the launch of its For Responsible Living Strategy, Diesel has completely revamped its denim program to incorporate less harmful practices throughout the supply chain. This includes selecting fabrics, focusing on treatments, and seeking alternative solutions to address the garment’s entire lifecycle. The percentage of Diesel denim made from organic, recycled, or regenerative cotton has surged from 3 percent to over 50 percent in the past three years.

Hosted by Lea Ogunlami of I-D, Behind the Denim takes viewers behind the scenes of Diesel’s denim production, historically one of the most environmentally damaging processes in the fashion industry. Each of the series’ five episodes delves into a key aspect of Diesel’s denim practices — All Aboard, Lifetime Jeans, Clean Dirty, Sow the Seed, and Waste to Treasure. Interviews with creative director Martens, Diesel’s Sustainability Ambassador Andrea Rosso, and OTB Group Chief Sustainability Officer Sara Betteghella provide insights. Ogunlami poses tough questions with candid humor: Is sustainability sexy? What does a sustainability ambassador do? Does anyone truly understand ‘circularity’?

Along the way, Ogunlami talks to Diesel denim customers shopping in San Babila, Milan. She visits one of the industrial denim laundry that works with the brand to see how Diesel’s classic DNA washes are executed using innovative techniques, aimed at reducing the use of water and chemicals. She journeys to a regenerative cotton farm in Spain. Finally, she ends up in a warehouse filled with denim scraps with fabric sustainability specialist Tejidos Royo to see how Diesel’s Rehab Denim is crafted with recycled materials and Diesel’s own denim cutting waste. Denim takes a close look at the full lifecycle of denim, from farm to factory to the customer’s closet.

Conceived as an engaging yet informative exploration of denim production, Behind the Denim is produced in partnership with Create Sustain and directed by Luke Casey. Drawing inspiration from the light, spontaneous vibe of early 2000s TV fashion news series, the show tackles an issue that affects most people — the average person owns six pairs of jeans — with candor, wit, and an unfiltered approach. The series will be released on Diesel’s social channels and Diesel.com.