Diesel launches limited-edition collection with Mumbai Indians
3 min read.Updated: 15 Dec 2016, 01:08 PM ISTGouri Shah
Renzo Rosso, the founder of Diesel and a self-confessed soccer fan, explains why the collaboration with Mumbai Indians is a bit of a revelation
Mumbai: In it’s very first collaboration exclusively for the India market, Diesel, the international denim brand, launched a limited-edition collection with Mumbai Indians, the popular Indian Premier League team, earlier this month.
For Renzo Rosso, Italian fashion mogul and founder of Diesel, this collaboration has been a bit of a revelation.
The self-confessed soccer fan, was amazed at the popularity of cricket in the region and the influence the players exerted. “Social media is testimony to this (player’s popularity)," he pointed out during an interview in Mumbai. Adding, that he hoped this collaboration and the subsequent endorsement of the product by cricketers, would widen the brand’s appeal among consumers in a cricket crazy nation. This is the brand’s first collection that has been designed specifically for the Indian market.
Spanning across a period of four months from conceptualization to final execution, the design process for the limited-edition capsule was collaborative. “We intended to appeal to all the supporters of Mumbai Indians and the spectators of this beautiful sport, while blending it with the maverick cool Diesel is known for," said Darshan Mehta, the president and chief executive officer of Reliance Brands, the partner for Diesel in India.
Inspired by the gentlemen’s game and the style of 80s cricket, the collection adopts design elements and textures that are reminiscent of the era. From an understated cream palette and appearance of the memorable ‘V’ design on sweaters, to the elevated retro look and use of textured fabrics, the collection offers up subtle clues to cricket fans. What’s interesting is that these elements have been juxtaposed with the bold palette of the two parent brands. From the Mumbai Indians team, the collection draws inspiration from the indigo and gold jersey colours, as well as the design, shape and colours of the team logo. The international denim brand also brought its very own iconic imagery with the Diesel Mohawk and unique branding and treatment styles, as well as their superlative and innovative fabrications, mastery of fits, and unique take on denim to the mix. Resulting in what they called, a unique marriage of sports and fashion.
Interestingly, the design team dipped into their archives at the Diesel headquarters. Referencing six years, and 24 seasons of design inputs to build the range. “The India team worked closely with the international design team on fits, silhouettes, fabric treatments, and how to incorporate some of the best innovations from Diesel such as the Jogg Jeans (patent fabric that feels like a jogger but looks like premium denim), or the Zip Neck Polos into the collection," said Mehta.
While the fabrics selected were picked keeping in mind cricket in the 80s, the collection also offered up Diesel’s penchant for the unexpected.
For instance, even the classic Chino has been provided flair by using a double-sided fabric such that the inside of the chino has an incredibly soft, tan coloured fabric, which shines through once the pants have been cuffed. The classic V-neck sweater, uses mixed knitting techniques, while retaining the V neck with gold inspired from Mumbai Indians branding. The bright colour palette of Mumbai Indians’ imagery has been also been incorporated with the use of acid washed fabrics to give the garments an edge.
The range of off-field merchandise consisting of denims, polos, t-shirts, jackets, sweatshirts, shirts and accessories such as suspenders and caps. Bandanas and kit bags, inspired by the sport, are also part of the range.
While Diesel is known for its racy and often thought-provoking campaigns, this collection was launched without the usual trappings. “This time, we’ve just focussed on the collection. We are working with the cricketers to represent what we are doing… maybe a fun, crazy video. The cricketers are already sharing the collection on social media, they have a huge following!" said Rosso.
Priced at Rs10,000 onwards for bottom wear, Rs6,000 onwards for top wear and accessories between Rs5,000-15,000, the limited edition collection was launched exclusively for the Indian market is available at all 11 Diesel stores in India and on its e-portal diesel.com. Cricket fans will be able to buy the collection at select Diesel stores across major cricketing nations such as the UK, Australia and South Africa from Thursday.
The collaboration was the very first of its kind, in the area of sports, for Diesel. In October, the fashion brand announced their partnership with AC Milan, the popular Italian football club.
Diesel is the style partner for the football club and will be responsible for dressing the players off-field.