'Behind The Denim': Diesel's documentary showcasing its responsible design practices

Five chapters aimed at demystifying the Italian brand’s most responsible practices while introducing us to its faithful commitment to creating low-impact denim pieces.

Denim has been an important part of Diesel‘s DNA since its inception in 1978, when it was presented to the world as the definitive alternative to traditional denim. More than four decades later, it continues to hold true to its values of non-conformism, self-expression and freedom, its radical spirit provoking constant questioning and an end to the status quo.

Its ‘For Responsible Living’ strategy, introduced through its denim programme, has been completely overhauled to implement lower impact practices throughout the supply chain, from the choice of fabrics to the dedication to a key focus on treatments and the search for alternative solutions that address the entire life cycle of the garment.

Now, with this mini-documentary series presented by i-D’s Lea Oguntami, we dive deep into Diesel’s inner workings to demystify its production. Each of the series’ five episodes is dedicated to a pillar of the treatments: All Aboard, Lifetime Jeans, Clean Dirty, Show The Seed and Waste To Treasure; as well as first-person interviews with Glenn Martens, sustainability ambassador Andrea Rosso and OTB Group sustainability director Sara Betteghella.