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55dsl
From Wikipedia, the free encyclopedia
| 55DSL | |
|---|---|
 |
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| Type | Private company |
| Founded | Italy (1994) |
| Headquarters | Marostica, province of Vicenza, Italy |
| Key people | Andrea Rosso, Creative Director Renzo Rosso, Founder |
| Industry | Clothing |
| Products | Clothing |
| Revenue |  £unknown GBP |
| Employees | unknown |
55DSL is a company founded in Italy in 1994 which sells male and female clothing all around the world.
Contents |
Created in 1994 as an experimental spin-off from Diesel, the brand rapidly established its own exuberant identity. Now a company in its own right, it both complements and defies its parent.
The line was originally inspired by radical sports – snow, surf and skate – and these remain anchored in its DNA. But as the brand grew, it embraced the fusion of sport and urban culture that is the foundation of today’s street style. The current Creative Director is Andrea Rosso
Like its core 18-to-30-year-old customers, 55DSL is at home on a mountainside or in Manhattan; it moves effortlessly between skate-park and nightclub.
A look back at the brand’s evolution provides the clues to its current identity. Its very first collection was called Urban Jungle. Its now familiar angel logo appeared in its third collection, Cyber Winter in Mongolia, which stressed the snowboarding element. And in 1997 it created shorts and accessories for surfers. Over the years it has sponsored the likes of surfer Joel Tudor, skaters Tony Hawk and Steve Berra and snowboarder Lukas Huffman.
Thanks to this heritage, today’s 55DSL garments are designed to resist the toughest elements, while remaining aesthetically stunning. The company’s upbringing as part of the Diesel family guarantees an instinctive understanding of fashion.
55DSL is about the mind as well as the body: its consumers appreciate every aspect of urban culture, which is why the brand is heavily involved in art and music. As demonstrated by its provocative but good-humored advertising campaigns, 55DSL is keen on self-expression in all its forms.
In a world where social networking is an accepted part of urban lives, 55DSL promotes inclusiveness. From the laid-back look of its stores to its unrestrictive, wearable clothes, it aims for maximal comfort and minimal fuss. Consider what happens on the edge of a ski slope or a dance floor: it’s all about camaraderie.
In 2006, 55DSL posted a recruitment ad for a very unique position. They were looking for people to take on a new role within the company and attempt to live their slogan ‘Live at least 55 seconds per day’. In June they announced they had selected two candidates to take the brand new 'Junior Lucky Bastard' (JLB) positions. They were Rob Jung and Jeremy Angelier. Their job was to travel the world looking for cool stuff. When they found it, they filmed it, blogged it and photographed it for the 55DSL website. Their video diaries[[1]] were also placed on Youtube For the second season, three candidates were chosen: Andy, Elliott, and Sarah. They collectively blogged[2] and filmed[3] their way around the world through the summer of 2007.
55DSL clothing is popular amongst young urbanites: skaters, riders, hip-hoppers, designers....
As well as creating a popular line of sunglasses, 55DSL specialises in Jackets, Sweaters, Cargo Pants and it's biggest sellers: it's iconic Logo T-Shirts.