In the early-to-mid 2000s, denim sales plummeted. Some blamed the surging popularity of leggings, others pointed fingers at softening sales prices and an oversaturated denim market. Throughout the lull, one brand continued to prevail, dominating the market with innovative designs and cuts, and that brand was Diesel. Newly appointed Diesel Creative Director, Nicola Formichetti, shares the kind of passion for denim that has made the Diesel brand a leader in their field. He too, is an innovator and alchemist, capable of evolving from stylist to the stars into the creative director of such storied houses as Uniqlo and Mugler. Now, Diesel is his home and Formichetti could not be a better fit (forgive the denim pun).
In our exclusive interview, he expressed his love enthusiastically, stating, “In terms of denim, we don’t set standards, we break them,” and goes on to share the myriad ways Diesel is innovating new denim practices such as left-hand construction, sateen construction, and even the use of a new fabric called Everspring, an “innovative super stretch denim that provides agility but always springs back into shape, adding subtle stretchiness to authentic, vintage-looking denim and enabling your garment to stay looking as good as the day you bought it.” Forward-thinking techniques don’t stop there, so read our interview with Formichetti to discover all the new ways Diesel is pioneering the field of denim for the modern era.
What are some of the new ways to wear denim?
There are so many ways of wearing denim. It is now the unconditional item for all situations: office, weekend, and party. All for denim.
I love jeans, from work to club, from simple to customized. Diesel has always been the denim destination for me and now that I’m on board, we have amazing new innovative techniques to make the future of denim available for you today.
In terms of denim, we don’t set standards, we break them. Renzo Rosso started a denim revolution when he created Diesel, and we plan to keep surpassing and innovating the denim fabric.
How many pairs of jeans and denim jackets do you personally own?
I have so many that I stopped counting; some I keep as I bought them, and some I customize. It is an ongoing process. This is part of the beauty of denim; it evolves and changes with you and your moods.
Every time I ask women what clothing item they avoid wearing, they tell me “jeans – they only look good on skinny women.” What is your reaction to that?
There are so many shapes for as many types of people. The real importance is to be confident with yourself, express what and who you are, and then you will find the denim to help you express this to the world in front of you.
What would be the essential denim pieces every woman should have in her wardrobe?
Jogg jeans, which are comfortable and dressy at the same time – a perfect combination for an active woman.
What are some of the mistakes people often make when shopping for denim?
I think if you follow your heart and try to express who you are, you can never go wrong.
Share something with us that we don’t yet know about denim.
That’s an interesting question, but we have to keep some secrets too to keep being at the forefront of denim innovation!