The Diesel Red Tag project staged its fourth chapter in New York, with a capsule collection created in collaboration with A-Cold-Wall, the label by highly promising young British designer Samuel Ross. The collection, designed by Samuel Ross himself, was presented at a specially conceived installation in SoHo during the New York Fashion Week.

The goal of the Red Tag project is to boost Diesel’s efforts to appeal to an increasingly younger audience, notably Millennials and Generation Z consumers. “After those with Shayne Oliver of Hood By Air, Glenn Martens of Y/Project and Gosha Rubchinskiy of GR-Uniforma, A-Cold-Wall is Diesel Red Tag’s fourth collaboration,” Diesel’s founder Renzo Rosso told ANSA, adding that “this is a small collection designed to promote the interaction with new generations, the market of the future.”

The collection consists of 26 items notable for the use of plant-based dyes, featuring avant-garde workwear and functional details. Some of the models are made using exclusive techniques, like the application of stripes of translucent denim over the clothes’ stitching, and the dévoré technique, in which some of Diesel’s classic denim fabrics are layered over swathes of memory nylon, the signature aesthetic element of A-Cold-Wall’s creations.

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"This collection,” said Renzo Rosso, “incorporates the legendary heritage of Diesel’s denim and the uber-conceptual style of Samuel Ross for A-Cold-Wall".

The collection-installation was showcased in a venue that was specifically designed for the launch, reflecting the intellectual/industrial style characteristic of Samuel Ross. It was made of hanging clothes, white fluorescent lighting tubes and raw metal shelves, and it featured the world première of a film by Dexter Navy.

Diesel’s Red Tag project was launched in 2018 to raise the brand’s profile, and its collections are exclusively distributed at high-end multibrand retailers like Dover Street Market and Opening Ceremony.