DIESEL was founded by Renzo Rosso in 1978 in the small town of Molvena, Italy. Rosso was inspired to operate his brand under the pillars of passion, individuality, self-expression. Originally operating under the name Moltex, Rosso purchased the manufacturer from the "godfather of denim", Adriano Goldschmied and transitioned to producing denim under the name DIESEL.
DIESEL has mastered the art of denim after focusing on producing quality denim for over forty years. The brand has also secured itself as a global leader in the denim industry, in terms of treatments, fit, and washes.
Glenn Martens took over as DIESEL's creative director in October of 2020, revitalizing the brand. Martens introduced a new sense of innovation and creativity to DIESEL, attracting the attention of Gen Z and celebrities like Kylie Jenner.
DIESEL's has a vision to "create unique, radical denim, apparel and accessories so the wearers can express their individuality." DIESEL's mission is to "create an apparel line perfect for individual people who follow their own unique path in life and for those style-makers who express their individuality by the way they dress."
DIESEL, the iconic fashion brand that is committed to forward-thinking innovation has not only mastered the craft of denim, but also the art of successful living. Your favorite denim brand is proud to announce its newest brand extension, DIESEL Magazine. DIESEL Magazine will be published quarterly: Spring, Summer, Autumn, and Winter, and will feature fashion and lifestyle content that perfectly embodies the rebellious spirit of the DIESEL brand. The magazine is primarily digital magazine, with a limited number of print editions.
DIESEL Magazine's digital copies will be available for $10 per issue, or $24.99 for an annual subscription.
DIESEL will also release 1000 print copies for each issue, with 500 sold online and 500 sold in magazine stands in New York City, Los Angeles, and Milan.
DIESEL Magazine will be available online worldwide. A subscription to DIESEL Magazine can be obtained through DIESEL's official website, social media platforms, and digital newsstands.
DIESEL Magazine will be promoted through DIESEL's social media platforms, focusing on Instagram and TikTok. DIESEL will also partner with the DIESEL Magazine cover stars to promote the magazine.
DIESEL Magazine has some strong competition, but the rebellious and innovative nature of the DIESEL brand sets the magazine apart from other popular publications. Some of DIESEL's notable competitors include Vogue, Highsnobiety, PAPER, GQ, and Harper's Bazaar. Though these publications each have a strong existing consumer base, DIESEL's commitment to excellence distinguishes them from the competition.
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- Strong brand recognition
- Strong relationship with influencers
- Loyal consumer base
- Competition due to the oversaturated magazine market
- Less frequency in publishing compared to other magazines.
- Potential to expand into a media company
- Potential to attract a new consumer base
- Constantly changing trends and consumer preferences
- Global recession
Julia Fox has built a strong relationship with Glenn Martens, her favorite designer, and the DIESEL team, which led her to star in DIESEL's Fall 2020 campaign. She continues to display her loyalty to the brand; Fox was gifted a hotel room full of pieces from DIESEL's Spring 2022 collection during her whirlwind relationship with disgraced fashion mogul, Kanye West. Julia Fox embodies the spirit of DIESEL, and her bold fashion choices and unwavering confidence make her the perfect DIESEL cover star.
Jenna Ortega is a 20 year-old actress and the new Hollywood "it girl." She is well known for her leading role in Wednesday, as well as her roles in Scream VI, and X. Ortega quickly gained popularity, particularly among Generation Z. Her popularity amidst Gen Z would attract a new, younger audience to the DIESEL brand. Jenna Ortega's edgy and unconventional vibe fits perfectly with DIESEL Magazine's rebellious nature, and makes her a perfect person to feature on the cover of DIESEL Magazine.
Emma Chamberlain, 21 year-old influencer and fashion trailblazer, effortlessly personifies the innovative and fearless spirit of DIESEL. Her unique personality and her bold sense of style have allowed her to grow a loyal audience
DIESEL will celebrate the launch of DIESEL Magazine on Saturday, June 3rd, 2023. The launch will take place at Ludlow House in the Lower East
In addition to the launch party, DIESEL will facilitate pop-up shops in New York, Los Angeles, and Milan. Local influencers will be invited to
To promote the launch of DIESEL Magazine, DIESEL will temporarily take over newsstands in New York CIty, Los Angeles, and Milan. The newsstands will have the limited edition print copies of DIESEL Magazine available to purchase, as well as the exclusive DIESEL tote bag.
The DIESEL ambassadors will each make surprise appearances at random newsstands. This will give customers a chance to meet the faces of DIESEL and get their magzines signed.
As part of the promotion for DIESEL Magazine, DIESEL will be giving out tokens to play a claw game in hopes of winning brand merchandise. DIESEL tokens will be distributed both at the pop-ups, and the newsstands, and the claw machine will be located at DIESEL's flagship stores in New York, Los Angeles, and Milan.
