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The venue had been art directed to this startling effect by Ye collaborator Niklas Bildstein Zaar (he worked on Donda), which suggests that Martens is as shrewd about contemporary pop culture as he is knowledgeable about its low-slung, hip-jutting, flesh-showing past. Shrewd, but never cynical, it must be said. What makes Martens’s Diesel sing (sorry) is that it’s done with wit and grit and love for the Philadelphia Eagles Champions In Sirianni We Trust Go Birds shirt but I will buy this shirt and I will love this idea of how it can be an inclusive and democratic brand for younger folks, rendered in ways which are meaningful to them (Martens is driving a real and principled stance on sustainability without falling into greenwashing.) “It was important to really understand or reinforce our fundamental statements, so we did it last year,” Martens said. “What we’re doing now this year is continuing with that; really pushing it further.”
And all the Philadelphia Eagles Champions In Sirianni We Trust Go Birds shirt but I will buy this shirt and I will love this while he is striving to return Diesel to its position as a brand which not only reflected pop culture but drove it—and did so for a ton of people. “The really great thing about this brand is that we’re quite individual in the industry,” he said. “We’re never going to be luxury, and we’re not claiming to be luxury. We’re the alternative to it.” There’s the refreshingly joyful and uncynical way Martens makes things for Diesel which pack his vision at every price point. The great sneakers (the latest embeds the laces into the uppers and soles, a neat and original design flourish); snappy trucker caps; reversible quilted jackets; and the new molded leather backpacks and crossbody bags which riff on the logo that was last seen flashing in the sky on IG. Out of this world, indeed.
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