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Diesel Is Courting Club Kids

Diesel is looking to court the cool kids of the club scene.

The Italian denim brand partnered with London-born digital music platform NTS Radio to launch Tracks, a platform focused on the connection between music and nightlife.

Tracks aims to unite progressive must talent across genres to promote the “universal language” of club culture, connectivity and party. According to Diesel, Tracks will offer a mix series, live club nights, radio mixes, and talent profiles, in addition to roundtable discussions with “key music collectives” followed by a party afterward.

On July 20, the collaborators launched a series of radio mixes and Spotify playlists that “showcase the music and nightlife culture specific to different cities around the globe.”

In each city, “key” DJs and their collectives are set to curate a 30-minute radio mix and a Spotify playlist dedicated to 20 rising artists in their region. This gives listeners around the globe the opportunity to discover new sounds from a range of musical styles including techno, experimental, club, house and more.

Some of the DJs in deck include Redkoffee of French collective 99Ginger, Dogheadsurigeri of Polish collective Oramics, Sarra Wild of Scottish collective OH141, Abosahar of Egyptian collective HIZZ, Turkana of Anti-Mass in Uganda, Coco Em of Santuri East Africa in Kenya.

Diesel Is Courting Club Kids
Diesel & NTS Courtesy

Tracks, according to Diesel, will unveil four short documentary videos showcasing artists from Egypt, Vietnam, Brazil and France. The videos will introduce viewers to the “highly personal worlds” of talent including Kirou Kirou and Abi Wasab and “explore the resonance of club culture and cultural influences.”

Diesel has long forged ties to the music scene. Back in 2019, it partnered with Italian artist Fedez on a collection inspired by nostalgic rock concert merchandise, modern-day rap and hip-hop stylings and the fluorescent light art of American artist Dan Flavin. The limited 12-piece capsule featured tees, socks, a hat, denim jackets, sweatshirts and Diesel’s signature crafted denim.

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Diesel is not the only brand tapping into music’s relevance with consumers. Brands including PacSun and Guess  have also tapped big-name artists to get closer to their followings. PacSun partnered with Gen Z pop star Grace VanderWaal to celebrate its back-to-school #MyDenimStory collection with a SoHo launch party in New York City this week.

In addition to music, Diesel has ventured into real estate in Las Vegas to grow its reach. The brand forged a deal with real estate developer BelVillage to build a Diesel-branded residential building including about 250 residential units and social areas.