INTERNATIONAL. Diesel has announced its For Responsible Living strategy, which will see the brand commit to various environmental and ethical sustainability goals.
The announcement was made by Diesel Founder and Only The Brave (OTB) President Renzo Rosso during a media breakfast in Milan on 13 January.
The sustainability strategy is built on four key pillars that take off from Diesel’s ‘positively disruptive outlook’. These are Be The Alternative, Stand For The Planet, Celebrate Individuality, and Promote Integrity.
Over the next few months, Diesel will define and announce measurable targets for its For Responsible Living Strategy.
For Responsible Living was created in partnership with sustainability and communication consultancy company Eco-Age; which will remain a key stakeholder throughout the strategy’s implantation. With help from Eco-Age, Diesel will partner with environmental and ethical organisations from all over the world, as part of its renewed commitment to mitigate the environmental impact of the fashion industry.
“Eco-Age has accompanied Diesel for the last few months to set the framework of For Responsible Living and the Diesel team is a joy to work with.” – Eco-Age Co-Founder and Creative Director Livia Firth
Diesel Founder and Only The Brave President Renzo Rosso said: “I grew up and actually still live in the countryside surrounded by nature, it is where I truly feel at home and it is what I deeply love.
“Today we face a new vital challenge, the biggest one yet – as we become more and more aware of the social, economic, and environmental impacts of the fashion industry at large, and Diesel is ready to face it full steam,” he added.
“I salute Renzo Rosso for publicly taking this bold step and starting a difficult journey,” commented Eco-Age Co-Founder and Creative Director Livia Firth.
“It takes courage and commitment and I know Renzo has plenty of both. Eco-Age has accompanied Diesel for the last few months to set the framework of For Responsible Living and the Diesel team is a joy to work with.”