Diesel to commemorate 30th anniversary in Japan

For their 30th anniversary, Diesel plans on pulling out all of the stops. They will be marking the celebration in Japan with a "big boom" according to creative director Nicola Formichetti.

On September 6, they will debut their fall collection with a fashion show, which will be available in stores and online that same day. They will be following the event with an after party, in true Diesel style of course.

“I have always been in love with Japan,” said Diesel founder Renzo Rosso to WWD. “I visit the country regularly — just as my design team, we do our research there, so one could definitely say that Japan always played and still plays a big part in Diesel’s global success. So I dedicate this 30th anniversary to Diesel’s Japanese supporters, who always push us to do more and better.”

Diesel to stage runway show and exhibit in Japan for 30th anniversary

Formichetti will also be curating an exhibit that day to showcase Diesel archival looks from 1978 to present. For Formichetti, who was born in Japan, he sees this celebration as a match made in heaven.

Diesel will also be launching two denim capsule collections, bias-cut denim and a Jogg jeans utility type, which will be available globally at the brand's online store on September 6.

The company will also be launching three collections to be exclusively distributed in Japan in collaboration with Japanese men's wear brand N. Hoolywood, Japanese designer Yuko Koike, and with Porter-Yoshida & Co.

Diesel has a total of 55 stores and 61 concessions in Japan. The company, which is privately held, does not disclose specific financial information per market or per brand.

Diesel practically had a renaissance last year. Their parent company OTB revisited the brand's positioning and wholesale chain around the world. Formichetti, who planned on rebooting the brand was the catalyst for the Italian fashion group investing in an ambitious plan to renovate their store network and come up with a new store concept.

The new Madison Avenue store, which is a very intimate space, is an excellent example of the new interior concept the brand has adopted. In addition to revamping their store concept, Diesel is also investing more in e-commerce.

OTB is the parent company of several other luxury brands including Marni, Maison Margiela, and Viktor & Rolf.

Earlier this year, OTB revenues reportedly rose 1.9 percent to 1.59 billion euros, or 1.76 billion dollars at current exchange.

photo via Diesel website