Fashion Focus: Diesel Mens

Today's H2H men's Fashion Focus is the well known, Italian brand Diesel. 

To say Diesel has grown substantially from its premium denim heritage is an understatement. Founded by Renzo Russo in 1978 with collaborator Adriano Goldschmied, the brand grew substantially in Europe long before it made an appearance in the United States market. The name Diesel was actually chosen for the brand, according to Goldschmied who told the audience at a WWD Denim Summit held in Los Angeles in 2011, as a play on something that had a negative connotation at the time, since the alternative car fuel diesel was known for its bad odor and vehicles which used it had a reputation for being slow compared to those using full-leaded gas.

As the "premium denim" jean classification started to take root in the early to mid-90's, Diesel took advantage of the opportunity to enter the American market. In 1996, the first U.S. Diesel company-owned retail store was opened across Lexington Avenue from the luxury department store Bloomingdales. Distribution is the U.S. was also expanded through premium contemporary, specialty retailers such as Barneys New York and high-end department stores including Nordstrom.

As the brand continued its successful expansion into additional lifestyle product categories such as Diesel accessories, sunglasses, footwear, jewelry and watches, a new, more exclusive premium label was launched in 2007 named Diesel Black Gold. The additional segmentation has added to Diesel's continued financial growth. As of 2009, the company had over £1.3 billion ($2.0 billion in current USD) in annual worldwide sales.

Below, H2H highlights some of the fashions from the Diesel Spring 2012 men's collection. All of the items shown are available from retailers in the H2H Online Shopping Mall, featuring the top American, British and European department stores, designer boutiques and specialty shops.

1- Diesel Jarvis unconstructed, double breasted blazer £195 at Zalando, 2- Diesel Stuer white cotton woven sportshirt $150 at Nordstrom, 3- Diesel Squatic blue plaid, short sleeve sportshirt £70 at USC, 4- Diesel Magnete Expo-Y chambray high-top sneaker £95 at John Lewis, 5- Diesel Jeremiah powder blue henley $95 at Nordstrom, 6- Diesel Apricor square cut swim trunks $55 at Amazon US, 7- Diesel Machine graphic, square cut underwear $34 at Nordstrom, 8- Diesel Coralrif swim shorts in military green $60 at Amazon US, 9- Diesel Fonzie Happy Days olive leather gym and travel bag £80 at Amazon UK, 10- Diesel Tim upside-down, crossbody messenger bag £175 at Amazon UK, 11- Diesel Johnas olive leather card holder £40 at Amazon UK, 12- Diesel Luke leather card holder waller £45 at Amazon UK, (se descriptions for items #13-22 after the image) 

13- Diesel Aqualife Seaside denim flip flop £37 at Zalando, 14- Diesel T-Revelyan graphic print tee shirt £45 at John Lewis, 15- Diesel stainless steel watch with leather band and buckle closure $150 at Nordstrom, 16- Diesel leather bracelet with mesh logo inset $140 at Nordstrom, 17- Diesel Raketier Aramis retro style sneaker $110 at Nordstrom, 18- Diesel Lakop medium blue, light weight button-fly jeans £160 at Zalando, 19- Diesel T-Lennier striped tee $75 at Nordstrom, 20- Diesel Senecas red plaid, short sleeve sportshirt £85 at USC, 21- Diesel Swinthrop yellow zip hoodie £85 at Zalando, 22- Diesel Larkee dark rinse, straight legs jeans £90 at John Lewis, 23- Diesel Tight Chi slim fit chinos £110 at John Lewis, 24- Diesel Konga plain toe, mid-brown suede oxford shoes £135 at Zalando 



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