Episode 6: Heroes and Icons

Glenn!

Come up!

Welcome!

So this is where it all happens.

The magic and the mayhem.

I hope I get a bit of both today.

I'm only here to please you.

Oh thank you!

I enjoyed my Spanish adventure.

I saw regenerative cotton, I saw recycled denim—

it was circularity in action.

That's one part of sustainability, but of course there's so much more we can do.

But the most important thing is: it should always stay DIESEL.

Okay.

Authentically DIESEL.

What do you mean by authentically?

Well, I mean, this company was born in 1978 already.

What is really quite important is that when you see DIESEL ’85, DIESEL ’95, 2005, 2015, 2025, there is really a red thread over all the decades.

What do you mean by red thread?

It's a DNA. So basically it's the fits, the denim, the washing, the treatments, even the triple needle stitch, the technical finishes.

There's really a story—

a DIESEL language—

which has been around for 50 years, and which we are celebrating for the future.

That famous DIESEL DNA!

It's about being fun and cool, but it's also really about long life.

I think DIESEL is there to last. Our clothes are there to last.

We need to share them. Use them, re‑use them.

And we really need to educate our customers.

It’s important that they understand that denim has a soul.

So we need to celebrate it.

Yeah.

Lea! Come, come, come!

Coming!

Oh—hi guys.

Oh, hello.

Lea, meet some of my designers: Anastasia, Mika and Claudia.

Nice to meet you.

And they're going to help us show you around the denim archive.

Oh my God. Let's go through then.

Hi Paco!

So Glenn, who is Paco?

He's the guardian of our archive—

he's been here since way before you were born.

Oh my God! He's the OG.

He's the OG!

It's a treasure trove in here.

I know—it's huge!

Let's go have a look!

Double denim.

’80s! That's me!

You look naughty!

It’s because you wear the—

’90s! Yeah.

I just can't wait to see what year 2000 has in stock.

This is your years, no?

These are my years!

That's when you were starting experimenting—

Exactly!

…being the fashion flower you are!

Wow!

Y2K is iconic to me, but I could live in any DIESEL decade.

Oh, watch this space!

Oh, okay. Where to now?

Well, let's meet some heroes.

People or jeans?

Both—both heroes.

So please meet my team.

Hello everyone.

These are our specialists: Alessia, Mark, Laura and Max.

And they're going to find your special fit—

your hero fit—

which you have to choose very carefully…

because we believe in monogamy.

Oh, no pressure then!

Sometimes.

I present to you: D‑Sire.

Wide, low, loose, slouchy and sexy.

Those are statement jeans.

Very ’90s!

Yes, but in 1995 we weren’t recycling our own cutting waste to create a new denim fabric.

Sorry, Max—

Lea is a child of the 2000s, not the ’90s.

The era of the slim fit, low rise and bootcut.

For her it can only be the D‑Ebbey.

This pair is made in organic cotton—

super flattering and lower impact.

What more could you ask for?

You could ask for D‑Ark.

They transcend style, era or trend.

An effortlessly cool boyfriend fit in classic indigo with a slightly worn finish.

These are made in your favorite regenerative cotton.

A true classic.

It feels like married at first sight.

I'm so bad at commitment!

See, I love these, but I think my favorite… maybe the D‑Sire!

I think they're good for you.

They're like bad‑girl ’90s hip hop.

Okay, I can't argue with Glenn Martens.

You never can—it’s very dangerous.

Very, very dangerous.

I'm terrified!

Three decades and a new soulmate—

all in one day.

I told you DIESEL is always there to please.