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Diesel Partners with Eco-Age to Develop Sustainable Denim Strategy

This week, Diesel announced a plan to take action for the current and future generations with its For Responsible Living strategy.

The plan is built upon four pillars that consider the health and safety of the planet and workers.

Under the pillar “be the alternative,” Diesel will invest in research and development to create low-impact materials and processes. “Stand for the planet” reflects how the brand will work to reduce water usage and carbon emissions. “Celebrate individuality” speaks to how Diesel will create a safer, more inclusive space for its workers and “promote integrity” will provide transparency throughout the denim label’s supply chain.

“I grew up and actually still live in the countryside surrounded by nature,”  Renzo Rosso, Diesel founder, said in a statement. “It is where I truly feel at home and it is what I deeply love. Today, we face a new vital challenge; the biggest one yet, as we become more and more aware of the social, economic and environmental impacts of the fashion industry at large, and Diesel is ready to face it full steam ahead.”

The Italian denim brand partnered with sustainability and communications consultancy company Eco-Age to create the strategy, and will continue to work together to identify areas in which the brand can give back to the community.

Aside from launching upcycled denim capsule collections with Coca-Cola and Readymade last year, Diesel’s sustainability initiatives have been kept relatively quiet—especially for a brand that’s known for its bold marketing.

While denim sustainability is far from a new concept, other brands are just beginning to commit to low-impact materials and processes. Frame announced plans to bring to market in 2020 its first sustainable denim collection consisting of recycled polyester made from post-consumer plastic bottles and organic cotton. Meanwhile, Copenhagen-based Samsøe Samsøe also recently launched a line of conscious denim and noted that “sustainability is the new sexy.”