INDUSTRY NEWS


55DSL Celebrates 15 Years Limited Edition Sneaker Gets Big Debut NEW YORK—55DSL, the streetwear lifestyle arm of Diesel, will be making a splash within 15 top Diesel stores across the U.S. this week, selling 15 key pieces from the fall/ winter 2009 men’s collection for 15 days only. The 15 Diesel stores that will be a part of the event are located in San Francisco, Los Angeles, Seattle, Portland, Chicago, Hawaii, Boston, Miami, Philadelphia, Las Vegas, Atlanta and Georgetown. The Diesel Union Square store will also feature a shop-in-shop with the complete menswear lifestyle collection. The shop will include special edition collaboration collections such as 10.55 t-shirts and the Adidas Originals XV/55 sneaker. The XV/55 is the first shoe for the 55DSL brand and will have its U.S. debut at all 15 Diesel store event locations. This limited edition sneaker combines the technical expertise of adidas Originals with the signature style and colors of 55DSL. 55DSL creative director Andrea Rosso says, "I am really enthusiastic about this project. Diesel and 55DSL are two integrated brands with different souls but with the same fresh mindset and spirit. When we talk about this, it’s not only about fashion but dealing with a world made of aesthetics, music, sports and [a] lifestyle that these two brands really embrace."
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