Diesel: The docu-series about denim

Diesel presents Behind the denim, a mini-docu-series divided into five episodes dedicated to Diesel’s commitment to creating denim with reduced impact. Denim has been the cornerstone of Diesel’s DNA since 1978, when the brand was launched as an alternative to traditional denim and luxury, and more broadly as an innovative lifestyle. More than four decades later, Diesel remains true to its values ​​of non-conformity and freedom of expression. Key to the brand’s radical philosophy is its constant desire to challenge and surpass the status quo. Since the launch of his For responsible living strategy, Diesel’s denim program has been completely revamped to adopt lower-impact practices throughout the production chain, from fabric selection to treatments, to the search for alternative solutions that span the entire life cycle of the garment. The amount of denim Diesel produces with organic, recycled or regenerative cotton has grown from 3% to over 50% in the past three years. Hosted by Lea Ogunlami from ID, Behind the denim takes viewers behind the scenes of Diesel and talks about denim production, historically one of the most environmentally harmful processes in the fashion industry. Each of the five episodes of the series is dedicated to a pillar of Diesel’s denim production: All Aboard, Lifetime jeans, Clean Dirty, Sow the Seed and Waste to Treasure.

In the first episodethe special envoy begins her journey by interviewing the creative director Glenn Martens, Andrea Rosso – Diesel Sustainability Ambassador – en Sara Betteghella, Group Chief Sustainability Officer of OTB. Lea Ogunlami asks incisive questions while maintaining her spontaneous and witty attitude: «Is sustainability sexy? What does a sustainability ambassador do? Does anyone actually know what ‘circularity’ means?». En route, Leah Ogunlami will talk to some customers while they shop at the Diesel flagship store in San Babila, Milan. She will visit one of the industrial denim launderies that work with the brand to document how Diesel’s classic DNA washes are carried out using innovative techniques aimed at reducing water and chemical use. She will visit a regenerative cotton farm in Spain and finally conclude the trip Tejidos Royoa specialist in the field of sustainability of fabrics, to see how Diesel is doing Rehab denim is made with recycled materials and Diesel denim scraps. Conceived as a lively and informative exploration of denim production, Behind the denim is produced in association with Create Sustain and directed by Luke Casey. Inspired by the light, spontaneous and fresh feel of early 2000s TV series, Behind the denim sheds light on a topic that concerns most people – the average person owns six pairs of jeans – with candor, humor and an unfiltered approach. The series will premiere on Diesel’s social channels and e-commerce.