15 Years Later, Diesel Jeans Still Attractive Choice

Can you think of a European denim wear brand that was attractive 15 years ago and still going strong today? This question may be more difficult to answer as there are hundreds, if not thousands, of denim brands in existence, many which originated in America that regularly use European and Japanese denim in their production. Think back a ways, to the early nineties and even the late eighties. The first thing that comes to your mind may be Guess. Wrong! Guess is actually one of the few denim brands that originated out of California, L.A. nonetheless. Your second guess would probably be Pepe Jeans, which is a London brand but not what we had in mind.

The brand we’re targeting here is Diesel, a brand that originated in Italy in the late seventies that hadn’t really come into its own until years later, as many brands of that time had. The brand featured the luxurious denim that is rather commonplace today but fell behind other companies that were based here in America until they stepped up their marketing efforts with controversial advertising that used to be hallmark of brands like Calvin Klein, with a tongue-in-cheek sense of humor that we haven’t seen in fashion in a while.

But that’s enough of their history. The bottom line is that they continue to offer mature artistic denim wear that continues to stand on its own outside of the commercial hubris that has plagued denim wear lately. Diesel continues to offer great tees for under $100, and for the most part, great jeans under $200. Their Diesel Style Lab label offers experimental fashion that is reminiscent of Levi’s L2, but a lot better. While other labels are holding bragging rights to where their denim comes from and why their stuff looks great on you, the marketers at Diesel simply continue to churn away at the same classics they’ve offered for years. Denim hasn’t really changed that much over the years; it’s just that some of the luxurious denim that many loved long ago is now in style.

- Chris Kendalls