Comeback Kid: New Diesel Store at The Paragon

Comeback Kid: New Diesel Store at The Paragon

It’s been a while since Diesel shuttered its doors in Singapore. However, fans of the brand and its edgy offerings will be happy to know that it is back in town again, courtesy of luxury fashion retailer Kwang Sia, with a fresh new brick-and-mortar store sitting on the second level of The Paragon mall along Orchard Road.

Founded in 1978 by Renzo Rosso in Molvena, Italy, Diesel has earned worldwide recognition as a leader in denim and casual wear. Considering the fact that Rosso first started producing jeans using his mother’s sewing machine at home, and then selling them to his friends at the tender age of 15, it’s easy to see why Diesel’s values are passion, individuality, and self-expression. Fast forward to today, the brand’s ethos continues to be evident throughout its offerings that include denim wear, beachwear, fragrances, accessories, bags, footwear, and watches.

Diesel’s newly planted Singapore store rings true to the brand’s identity as an alternative offering to luxury fashion, down to its strategic location. With dark metal, leather, and stainless steel accents, the space exudes refinement and gives that perfect hint of subtle sophistication. Measuring 138sqm, it features three main sections. The most recent menswear and womenswear offerings on either side of the store are anchored by a stainless steel and leather Denim Table with an extensive Denim Wall at the back. The latter section, dedicated to showcasing the season’s designs and cuts, is intended to embody a sense of rawness and rebelliousness that is characteristic of the material itself.

“I love that people from Singapore are so much into fashion,” says Nicola Formichetti, the artistic director of Diesel. “This city is great for stylish people and I’m proud to have a new store opening here to showcase the new Diesel collections.”

This article was originally published in Men’s Folio Magazine April 2016