The company introduced its Green Label collection for Fall/Winter 2020 that features five new denim styles that abide by Diesel’s environmental standards. Each pair uses 40 percent less water than conventional methods and is treated with minimal GreenScreen-certified chemicals. Light distressing is applied to select styles using environmentally friendlier laser technology.
Diesel’s Green Label is part of the “For Responsible Living” sustainability strategy the company announced at the start of the year, which is based on four key pillars including: Be the Alternative, Stand for the Planet, Celebrate Individuality and Promote Integrity. This month, Diesel furthered its sustainability commitment by joining the Better Cotton Initiative (BCI).
New denim includes the D-Reggy, a women’s straight fit with exaggerated cuffing; the D-Joy, a women’s mid-rise, light wash slim fit; the D-Macs, a straight fit for men; the D-Strukt, a men’s light wash slim fit; and the D-Vider, a men’s light wash straight fit.
Diesel also applies these sustainable practices to categories beyond its signature denim. Short- and long-sleeve shirts, sweatshirts and hoodies within the Green Label collection are made from organic cotton and recycled polyester sourced from used plastic bottles, factory waste and other post- and pre-consumer waste. Western flannel shirts made of organic cotton and double-breasted men’s coats made of 75 percent recycled wool also make a debut for fall.
Items within the collection are branded with a graphic of recycling arrows shaped to form the letter “D” for Diesel.
The collection’s retail price range spans $78 for a T-shirt to $378 for jeans. Select styles are now available on the Diesel website, with more sustainable pieces on the way for Spring/Summer 2021.