Diesel is launching a documentary series of five episodes on denim and its sustainability initiatives.
Called “Behind the Denim,” each episode will take a close look at the life cycle of denim from farm to factory to the customer’s closet, underscoring the brand’s commitment to creating lower-impact denim.Salma Hayek Pops in Electric Blue Fringe Dress, Zoe Saldana Dazzles in Margiela Midi Dress for Venice Arts Festival Dinner Party’s sustainability strategies as the Rossos.
Hosted by Lea Ogunlami of I-D, each episode of the “Behind the Denim” series is dedicated to a pillar of Diesel’s denim practice — All Aboard, Lifetime Jeans, Clean Dirty, Sow the Seed and Waste to Treasure — with interviews with Martens, Andrea Rosso and OTB Group chief sustainability officer Sara Betteghella.
Sustainability also drives creativity, as he remarked that working with recycled denim means that the yarn gets shorter and less rigid, so you have to design according to that yarn. It also leads to seeking new technical solutions, which can then be “taken over by other companies” and prices will start decreasing, but experimenting takes time. He proudly said Diesel has over two years developed the first fully recycled denim.
Martens recalled that when he joined Diesel, he made a “massive manifesto, which was all focused on social sustainability and environmental sustainability,” with a guideline of “really putting fuel or diesel in the machine of environmental sustainability,” he said, laughing at the pun. “And that is why I’m very, very proud of all my teams really, really proud.”
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