RENZO ROSSO

FOUNDER, DIESEL PRESIDENT, OTB GROUP

I think that Diesel’s Jogg Jeans were definitely a milestone innovation in denim globally. It really represents a new generation of denim, a revolution led by us. The beauty of denim from the outside and a sweat-fabric feel from the inside. Jogg Jeans became a new hybrid product category at Diesel, combining two staples of casual wear: denim and jersey.

The future of denim is sustainable. We are implementing a series of initiatives to make the denim industry more responsible. The biggest challenge is to collaborate and share a sustainable approach and education with the entire supply chain, and in this way, become beneficial for the whole collectivity. The offer of more responsible products continues to grow in our collections, with more items created using innovative techniques that significantly reduce the use of water and chemicals during the production process.

Denim never stopped being a hot seller. It always stood for strong values like comfort, freedom and status quo. Denim is an incredible fabric. It's difficult to find a garment that is as widely embraced, as worn and as loved the world over, and throughout decades, as jeans.