It’s stupid and official in India

The five-year wait is over now. Diesel, the iconic Italian lifestyle brand is now in Mumbai. Diesel is the brand

with the ‘Be Stupid’ ad campaign that encourages people to take risks and move beyond the smart and safe track for life. Partnered with Reliance Brands, Diesel launched two stores in Mumbai. In the next few months, one store each in Bangalore, Delhi and Hyderabad are in the offing. The Mumbai stores are 7,500 sq. ft. (the Juhu Tara Road store) and 2,600 sq. ft. (Palladium Mall, High Street Phoenix). These feature the complete Diesel lifestyle -- including apparel, five pockets, footwear, intimates, time frames, shades, fragrances and accessories as well as limited edition products developed in collaboration with other brands.

According to Renzo Rosso, President and Founder of Diesel, India has been one of their major objectives for the last five years and they worked hard to find the right location, the perfect time and the best partner to expand the brand in India. “The time is now and we are very excited to be here,” he says.

Born as a denim brand, Diesel is today a lifestyle icon with collections in casual clothing, footwear, accessories, fragrances, eyewear, jewels, home textile, furniture et al. Darshan Mehta, President and CEO, Reliance Brands says Diesel has spawned a genre of fashion that is an alternate to established luxury and in India it arrives to a throng of hungry fashionastas and a growing generation of cool consumers. With ‘Planet’ Flagship stores in Milan, New York 5th Avenue, Tokyo and Hong Kong and mono-brand stores in Milan, Rome, New York, London, Paris, Amsterdam and now Mumbai, among others, the Diesel influence is definitely wide and undeniably global. With an international premium fashion brand in the country, the largest cult following is definitely growing bigger