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Diesel Living Adapts to Consumers’ Home-Oriented Lifestyles

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After taking a year-long hiatus, Diesel Living, the denim brand’s line of home furnishing and décor, returns with a collection that views the home as a central place for gatherings, self-care and work.

Created in collaboration with some of Italy’s finest home companies, the new furnishings and designs offer “highly customizable comfort and indulgent luxury spun with Diesel Living’s mordantly renegade spirit,” the company stated. Though designed for interior spaces, pieces source inspiration from the outdoors, representing “a dissolving of the borders between our apartments [and] the world beyond.”

In partnership with furniture brand Moroso, the new Cloudscape couch and loveseat made with recycled cotton emulates the sky with its voluminous approach to upholstery that makes you feel like you’re sitting on a cloud. The Mecano, the first-ever bookshelf from Diesel Living, recalls the utilitarian metal office dividers of the mid-century, while the military-inspired Camp Bed sports a leather-upholstered bedframe.

For the kitchen, Diesel Living partnered with cabinetry maker Scavolini to create highly customizable units in a medley of wood, metal, and glass finishes that can be mixed and matched. The duo also developed a new bathroom concept called Misfits, which is an all-inclusive piece of furniture that includes a glass cabinet and a ring-shaped sink, or a metal cart topped with a sink.

The collection offers three new lighting solutions made in collaboration with Lodes, including a disc-shaped light, brown glass lighting that mirrors the look of laboratory beakers and a suspended light with the “uncanny impression of a street side cement bollard.”

The cosmic sky inspired Seletti’s range of tableware, spanning a brass tray to cork-based placements with four celestial designs. With Mirabello Carrara, Diesel Living continues its trompe-l’oeil “Wrinkled Metal” line of linens.

The brand worked with Berti for flooring punctuated by experimental finishes. Options include: Studs, a wood flooring with geometric marquetry riveted with the metal studs of jeans; Specials, a wood flooring with painted gradient effects to give the three-dimensional illusion of shadows; and True Colors, a flooring that replicates the look of indigo denim as well as bleached effects, and a bark brown treatment.

The pieces are showcased in the Together Apart[ment], a glass-walled penthouse loft at Diesel’s Milan headquarters—the site of Diesel Living’s first full presentation 10 years ago.

Though Diesel has more than a decade of home décor experience under its belt, the collection represents the untapped opportunities available to apparel brands in the home category, especially as consumers shift their spending to improving their living space.

In a recent interview with Rivet, Joe Derochowski, NPD Group vice president and home industry advisor, said product categories related to working, schooling, living and eating at home have consistently grown since the start of the pandemic.

Brands are taking note. Levi’s recently stepped into this space with Target, launching a limited-edition collection of kitchenware, pillows and pet accessories, while Wrangler partnered with Pottery Barn Teen for a range of bedding, tapestries and rugs.