Diesel introduces 55DSL in India

Italian street wear brand 55DSL has been introduced at the stores in five Indian

cities of Mumbai, Pune, Bangalore, Gurgaon and Ludhiana. The brand is retailed through parent brand Diesel. The brand was launched through a three day long mega event at Palladium, Mumbai recently. Keeping its young, street DNA in mind, the event showcased the best of international street culture including art forms as varied as graffiti, performances by B-Boying crew Roc Fresh, Street Rappers et al.

Graffiti artists Jas, Minzo and Guru painted the parking lot walls at Palladium turning the white walls into artistic treat through all the three days. Day One also featured Beat Boxers Beatbench. Day two saw rappers Cash Kardz, Ace aka 39, Kinga Rhymes and MC Shinobi take the stage and showcase their street credentials. Indeed, the launch promised to be a lot of fun activity.

55DSL is the original Italian street-wear brand uniting subcultures around the world, through a shared passion for creativity and fashion. Created in 1994 as an experimental spin-off of the popular Diesel brand, 55DSL is now an independent apparel company belonging to Only The Brave group (Diesel) with a lively and provocative identity, and a fresh young attitude.

Under the creative direction of Andrea Rosso, 55DSL creates collections for those who feel equally at home in an urban dwelling as a rural scenario. Rosso tirelessly seeks out new collaborations every day with artists and companies of all genres all around the world, thus making 55DSL as much about the mind as the body. 55DSL is a solid company settled through 20 directly owned stores around the world, and select worldwide distribution from the US to Europe and Japan.