One store, many different stories.

Diesel has chosen the Sandton City store to execute its new retail design concept in South Africa. This new concept was designed in collaboration with Japanese architect firm Wonderwall and Diesel Artistic Director Nicola Formichetti.

Store design features include a wooden engineered floor, Foscarini lamps and luxurious leather finishes combined with industrial metal fixtures. This perfectly highlight the contrast between antique and technologically advanced features of the store. It is the perfect expression of the brand’s alternative to luxury positioning.

Denim, Diesel’s core product, will have various dedicated sections within the store, emphasizing the quality and mastery of the brand in this category.

Striking denim walls will display key styles and washes of the 5 pocket range, while movement and durability come together at the Jogg Jeans section.

This is where you will find a cutting edge crossbreed between jeans and active wear. It’s evident that there are many touchpoints where one will experience the heritage and craftsmanship of Diesel denim, it is after all the ultimate in collectable fashion.


Says Renzo Rosso, Diesel’s founder: “I’m enthusiastic about the future-forward change the brand is spear-heading in retail.”

The new Diesel retail concept design store opened to the public at Sandton City on 8 April 2017.

Diesel Kid is the next generation of clothing for the next generation of us. It’s a one of a kind collection interpreting the identity of kids with an attitude.

The debut collection features iconic pieces such as distressed denim (including JoggJeans!), graphic t-shirts and bold jackets that would typically be found in the adult collection, but shrunk down to fit boys between the ages of 6 and 12 years old.

In 2016 Diesel became the official style partner of the legendary Italian AC Milan football club, which involves Diesel dressing the players “off-field”. Diesel has since developed an AC Milan inspired capsule collection, which captures the essence of the partnership, and this collection will also be available at the new Diesel Sandton City store (amongst other selected store).

For the opening of this iconic new store, Diesel is giving their fans a chance to get their hands on some Diesel stash! Simply visit the store and enter the competition to win one of three gift packs which includes a pair of Diesel Jeans, sunglasses and a watch. The new Diesel Sandton City store is located on the lower level, next to Woolworths. For more information please contact the Diesel Head office on 011 630 4000 or the Diesel store on 011 783 0882.

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