Dear Shaded Viewers,
Diesel’s latest docuseries, “Behind the Denim,” is a sustainability campaign hosted by Lea Ogunlami of i-D, the series asks the questions so many brands shy away from — starting with the deceptively simple: “What does ‘circularity’ even mean?”. Over three new episodes — “Heroes and Icons,” “Don’t Fall Apart,” and “Dish the Dirt” — Ogunlami pulls back the curtain on Diesel’s denim, revealing not just the craft, but the philosophy, the missteps, and the ambition behind a brand determined to make its mark on both fashion and the planet.
“Behind the Denim” is inspired by the unproduced, spontaneous energy of early 2000s TV fashion news. The average person owns six pairs of jeans — a statistic that’s both a testament to denim’s ubiquity and a challenge to rethink our relationship with it.
Since its founding in 1978, Diesel has positioned itself as an antidote to the ordinary — rejecting not just traditional denim, but traditional luxury and lifestyles altogether. The brand’s DNA is steeped in anti-conformity, self-expression, and a radical willingness to challenge the status quo. Under Glenn Martens’ creative direction, Diesel has doubled down on these values, using them as a springboard for reinvention rather than nostalgia.
Diesel’s “For Responsible Living” strategy, launched in 2020, is more than a marketing slogan — it’s a blueprint for change. In just four years, the brand has increased its use of organic, recycled, or regenerative cotton in denim from a mere 3% to over 50%. The docuseries doesn’t shy away from the complexities of this transformation, taking viewers from Spanish regenerative cotton farms to industrial laundries pioneering low-impact washing techniques. Ogunlami’s interviews with creative director Glenn Martens and sustainability ambassador Andrea Rosso highlight both the triumphs and the ongoing challenges of sustainable fashion.
“Behind the Denim” is as much about sparking a conversation as it is about showcasing innovation. By featuring not only industry experts but also everyday denim lovers, the series makes sustainability personal — and, crucially, actionable.
Diesel’s “Behind the Denim” invites viewers to question, to laugh, and to care — about their jeans, their choices, and the future of fashion. Diesel’s approach feels honest: flawed, ambitious, and real. You are invited to watch the series on Diesel’s social channels and Diesel.com.
ABOUT DIESEL:
Diesel is an innovative international lifestyle company, founded by Renzo Rosso in 1978. Rooted in denim mastery and evolved into being a leader in premium fashion, Diesel is now a true alternative to the established luxury market. Since 2020, Diesel’s collections are overseen by creative director Glenn Martens, including apparel, accessories and a wide range of lifestyle collaborations: from fragrances, watches and jewelry to interior design and real estate projects with Diesel Living. Discovering, supporting, and fostering creativity is part of Diesel DNA and of its parenting company OTB, the international fashion and luxury group powering a variety of global iconic brands and companies.
Later,
Diane
