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Myntra brings seven iconic Diesel styles to India

By Sujata Sachdeva

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Myntra has launched seven of the most coveted Italian de-stressed denim styles from the high-end Diesel Denim Atelier Collection in India. Sourced directly from the Diesel fashion brand’s laboratory in Italy, the hand-finished and handcrafted men’s jeans have been over-washed, scored and ripped all the way down the leg and then re-patched for a rugged look.

Designed by the brand’s creative director Nicola Formichetti, each pair from the range has been created with highly-resistant cotton, polyester and gold lurex threads. The collection is produced by an in-house design team at the brand’s production house in Italy using specially crafted machines. Only threehundred pairs of these limited edition denim pieces were produced worldwide with 11 premium denims to be sold exclusively in India.

Partnered with Reliance Brands, Diesel launched two stores in Mumbai in 2010. Over the next five years, the company plans to open 30 stores at high street shopping destinations and malls. The stores will have the entire range of Diesel life­style products – apparel, footwear, lingerie, sunglasses, fragrances and accessories as well as limited-edition products developed in collaboration with other brands.

Diesel
Myntra