Diesel 55DSL Takeover


To celebrate the 15th Anniversary of 55DSL tomorrow, September 15th, 15 Diesel stores across the country will be invaded with 55DSL merchandise including the exclusive collaboration sneaker with adidas Originals the XV/55. How cool is that! I have included the press release below and some images for you.

August 1, 2009. New York City. 55DSL, the younger streetwear arm of Diesel, will literally “hi-jack” prime real estate within 15 top Diesel stores across the U.S. selling 15 of their key pieces from the fall/ winter 2009 men’s collection for 15 days only.

15 Diesel stores will be taken over in this exciting event in cities including: San Francisco, Los Angeles, Seattle, Portland, Chicago, Hawaii, Boston, Miami, Philadelphia, Las Vegas, Atlanta and Georgetown.

The Diesel Union Square store will have a special hi-jack celebration for 55DSL with a one of a kind shop-in-shop that will feature the complete menswear lifestyle collection from clothes and accessories to the special edition collaboration collections such as 10.55 t-shirts and the adidas Originals XV/55 sneaker.

The XV/55 is the first ever shoe for 55DSL and will make its US debut at the Diesel store hijacking in all 15 locations. This limited edition sneaker combines the technical expertise of adidas Originals with the signature style and colors of 55DSL. The XV/55 uses the iconic adidas Original Nizza model that is based on a classic 1980’s basketball shoe giving its owner proper athletic support with an enduring design.

55DSL creative director, Andrea Rosso says “I am really enthusiastic about this project. Diesel and 55DSL are two integrated brands with different souls but with the same fresh mindset and spirit. When we talk about this it’s not only about fashion but dealing with a world made of aesthetics, music, sports and lifestyle that these two brands really embrace!”

55DSL is a worldwide organization that directly manages 20 stores around the world and distribution from USA to Japan and passing through Europe. But 55DSL fans deserve more ways to get fresh threads, so go in one of the hijacked Diesel stores and rock your gear to the fullest because everyone should do as the 55DSL slogan states, “Live at least 55 seconds per day!!”