Diesel Sports is working with Polygiene from SS21 with Stays Fresh for the majority of their collection, and for some products also with ViralOff. Diesel Jeans have signed a contract with Polygiene to work on ViralOff in a unique combination with Odor Crunch for SS21 exclusively in several collections. The initial cooperation is for a minimum of five collections.
Diesel is a fashion powerhouse, famous for denim and cutting-edge urban clothing, and since its start 40 years ago, Diesel has expanded from a jeans specialist label to a broader, wide-ranging lifestyle brand. Now they make products over the entire lifestyle spectrum; from kid’s apparel, over fragrances, watches and jewelry, eyewear, to furniture. Diesel is today part of the OTB (Only The Brave) group, with an annual turnover of EUR 1.5 Billion.
The ViralOff treatment reduces viruses on the textiles, which also means they need to be washed less frequently. This in turn makes the clothes live longer. Skipping every other wash on a pair of jeans will reduce its environmental footprint decisively. The addition of Odor Crunch in the denim will also make them protected from surrounding odors. The result? The perfect jeans – no smell and no washing needed.
As the founder of Diesel Renzo Rosso said in Vogue a few weeks ago, “making the sustainable process happen will become one of our greatest commitments going forward; we want to become a company with the best sustainable practices: real, certified, and honest.” Arguably the only brand in fashion that made a journey from casual to luxury, Diesel has always been at the forefront both with products, technologies, and brand communications.
“Just like Polygiene, Diesel is a brand-driven company. We share the idea that you make something great and then turn it into an even more fantastic brand. This feels like a perfect match”, says Ulrika Björk, CEO of Polygiene.