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Diesel Launches Six-Month Residency at Fred Segal Sunset Boulevard

Two icons of ’90s fashion are linking up once again for a unique retail experience.

Those looking for the most coveted items from Diesel’s exclusive collections can find them for a limited time at Fred Segal’s flagship Sunset Boulevard location in Los Angeles.

For six months, the Italian denim brand announced that Fred Segal will offer items from Diesel Red Tag x Readymade, Diesel Red Tag x A-Cold-Wall, and Diesel x Eric Emanuel collections, as well as a selection of seasonal and core Diesel denim and ready-to-wear styles.

This isn’t the first time the companies have come together. The Diesel Red Tag x Readymade collection, which reimagines deadstock and military textiles into outerwear pieces and accessories, was released exclusively at the Fred Segal Sunset Boulevard location.

Each of the Diesel collections featured at Fred Segal appeals to a high-end consumer. The Diesel Red Tag x A-Cold-Wall collection includes avant-garde workwear styling and utility-focused details designed in collaboration with A-Cold-Wall’s founder Samuel Ross. The Diesel x Eric Emanuel collection, meanwhile, merges stylish sportswear with Emanuel’s signature elegance.

The residency is among a string of unique projects that Diesel has recently rolled out, including a “Year of the Rat” collection, a new sustainability strategy for denim and the development of luxury condos in Miami. The moves are helping the U.S. arm of the company return to profitability following a bankruptcy protection filing in March 2019.

“We are thrilled to be in Fred Segal Sunset, one the most amazing environments which represents the best of what the modern lifestyle looks like and stands for today,” Stefano Rosso, Diesel CEO of North America, said. “We are happy to be there with our best offering of our collection and collaborations. This partnership represents what Diesel wants to stand for and wants to be in the American market, delivering amazing product in the most unique stores.”

Like Diesel, Fred Segal celebrated the height of its fame during the ’90s and early ’00s. And it continues to look for fresh ways to reinvent itself. Recently, the retailer partnered with Wrangler on an archival collection available exclusively at its flagship location. In 2018, the boutique launched an online pop-up platform digitizing the in-store experience.