Yesterday could not have been any more perfect. The weather was warm and sunny, I had just finished doing a walk through of one of my favorite showrooms in Soho, and now I was on my way into the Diesel building to meet up with the living legend Renzo Rosso. As if I wasn’t in enough of a state of disbelief that I was lucky enough to meet Mr. Rosso, I was completely blown away by the amazing showroom/headquarters they are working in. As pushed through the heavy doors that read “Only The Brave…” I knew what/who was waiting on the other side, and I couldn’t wait to pick the brain of the man responsible arguably the most famous denim brand of all time.

Fashion Indie: “Diesel U:Music and your global parties bring out some of the best new musical artists in the industry. Are their any artists/bands you are currently listening to?”

Renzo Rosso: [in his Italian inspired English which tends to hypnotize you] “Well I grew up in the rock and roll era, listening to artists like Black Sabbath and The Sex Pistols. A lot of this rock and roll attitude has definitely played a big part in what Diesel has become. However, I think all music is important. [Right now] All I really listen to is the Diesel U:Music radio station. They always play a wide variety of music, and have two live performances everyday. This has taught me to draw inspiration from whatever is happening at that moment, whether it be Kanye West, Pharrell, Rage Against The Machine, or Madonna all music is important. I have recently found their attitudes more and more inspirational, and that’s what I like to bring out in my clothing.”

FI: “You’re being honored with the Corporate Leadership Award at the 26th Annual Night of the Stars gala. Be honest, did you ever imagine Diesel getting this big?”

RR: “I think most people dream of being big of course, but they never really believe it until they hit that turning point. Once I knew I had established my brand, I could really focus on making it as big as I could. That is an amazing feeling, a feeling that I will never forget. While it felt like forever when it was happening, looking back it feels like it happened overnight.”

FI: “What do you attribute to this success?”

RR: “One thing that we have always tried to be with Diesel is pioneers. We are always introducing new, modern, different, fresh, and rebellious products that take both denim and the people wearing it to a whole new place. [However], I think the two biggest keys to our success were our vintage denim and the way we changed the way we communicated with our customers. Our vintage denim was something that no one else was doing at the time. We were the only ones able to produce a denim that had a look and feel of a great vintage pair of denim. This really helped to launch both Diesel and the industry into a new way of production. As I mentioned, our communication methods changed too. Most people were going direct saying ‘Here’s the product, buy it’. We decided to get away from that, and find a whole new way to communicate with our people. We decided to communicate through other people, the people our customers were listening to. We started working with celebrities, musicians, athletes to communicate in a more subtle way.”

FI: “You live an adventurous life, filled with hundreds of successes. Through all of that, one is bound to make some mistakes. Do you have any major regrets? Anything you wish you could change?”

RR: “I wish that I would have done more charity work. Don’t get me wrong I have and still do a lot, but I wish I would have made it more public. I recently met with the Dalai Lama and he told me ‘Use your brand and your face to show the work you have done. You have the power to inspire others, and you should take pride in what you have done.’ I have learned from that and plan to use my face and my power to send a positive message. In fact, we are currently working on building a village in Africa.”

FI: “In a world full of denim brands you have always managed to be one of the leaders in the industry. What has Diesel done that others haven’t?”

RR: “We produce a very unique denim. We have 51 years of history in manufacturing denim, and that has translated into quite the reputation amongst the industry. A lot of people don’t realize that a majority of the denim brands you find in the United States started off as Diesel affiliates. We have such amazing production facilities that they often work in the same factories as us, or they have worked at Diesel at some point in their careers. Diesel has gone on to foster a lot of these brands because of this.”

FI: “I am a big fan of your new fragrance ‘Only The Brave’, and judging by the way it was plastered all over your offices, you love it too. So do you wear the fragrance?”

RR: “I actually do wear the fragrance. I have produced many in the past, but this is the only one I wear [as he offers me to take a whiff of his scarf (I decline mostly because I could smell it prior to asking the question)]. Men’s fragrances are hard do, because I feel like they need to match the natural scent of a man’s skin.”

FI: “You are about to release your Flash For Fun collection, which contains a reflective material that glows under UV light. What was the inspiration behind this idea?”

RR: “Honestly? My kids. They came up to me saying they wanted something bright, new and fun, and this is what I gave them They loved all the pieces and the concept, and I decided that if they liked it why wouldn’t all my customers. My kids are great because they keep me really connected with what’s young and cool. This is a road I plan to take Diesel down now that I have successfully developed my Diesel Black Gold collection. Diesel is going to take a much more fun young feel, and Diesel Black Gold is going to be our high fashion line. I’m really excited to continue differentiating to two.”

[I get the dreaded wrap it up look from the other PR people in the room, and that signals the end despite the five questions I'm still dying to ask.]

I would like to thank all the people at Diesel who made this interview possible, my good friend Karli, and of course Mr. Rosso for the amazing opportunity.

For more on Diesel and Diesel U: Music be sure to check out their website.

For all of you Diesel lovers out there, Renzo Rosso has quite a treat for you this Fall! I was lucky enough to check out the Diesel showroom this morning, so trust me when I tell you that these are some of the best pieces Diesel has produced. Slated to drop this July, I got up close and personal with many of the Diesel, Diesel Black Gold and Diesel Denim Gallery pieces from the Fall 2009 collection. Here’s what you can expect:

Despite the fact that weather elements may seem like a pretty generic theme for a collection, Diesel completely rocked out the “weathering” technique and had some awesome storm wash, and vintage rain acid wash denim for the fall. A new denim cut, the Wenga, with frontal pockets and a slight taper to straight leg, will hit stores this fall and is definitely a jean to add to your collection. Though I didn’t get to see a sample, men’s organic paper denim will be back this fall, and good news boys, they are designed to absorb odors, so no need to do laundry! My favorite addition to the Diesel denim family has to be the Matic jean, which brings back the work denim stripe in all of its vintage glory. While some of the weather themes got a bit too literal with print raindrops, I loved the foggy, wet looking leather jackets as well as the sunburn dyed sweatshirts. And for you girly girls out there, expect a slight digression from the androgyny Diesel is so well know for and look forward to a feminine future!

As per usual, the Diesel Black Gold collection is worth sacrificing a limb for. The luxury line, coming into it’s 4th season, radiated a marching band, old New Orleans jazz vibe. Like the Diesel collection, women can expect a much more feminine and refined collection, with a floor-length silk gown definitely worth splurging on. Of course, I couldn’t help by drool over the drop-crotch, tapered overalls. If you’re looking for unique, Diesel Black Gold has got some amazing leather jackets and vests with vacuum sealed badges, medals, confederate stars and buttons beneath the leather (they look embossed but the the pieces are actually beneath the leather!) And the best part of the collection? Well, there is limited distribution on the Diesel Black Gold label so you won’t see too many people rocking the awesome army-leather, drawstring knapsack!

Last but not least was the most exciting accessory of the morning: the Diesel motorcycle helmet. Originally created in Italy for all the moped users, helmets will be released this fall in a variety of basic colors. Part of me wants to go get a motorcycle liscense just so I have a reason to own one of these leather mohawk-ed helmets, though I guess I could wear it snowboarding? 

So, there you have it folks. Happy wish-listing! 

GALLERY: SECRETS FROM THE BRAVE: What To Expect From Diesel This Fall

I ran downtown to get a refresher on the Diesel fall line up. For a fancy private appointment on the seventh floor of their 19th ave building. Although I’m not excited about their first tier collection inspired by weather. Black Gold was stayed with twists of innovative, in all the right ways, while staying true to their core consumer. Although denim at $500? Not sure who’ll be buying that.

I really liked this black jacket with vacuum packed medals. The sweatpants for the hot guy marshaling forward are also perfect, setting you back $200. They have a new collection coming out for November and the holiday season, it’s really so much better. For the consumer market, Diesel does leather and fall almost flawlessly.

Belts! Belts! Belts! Sing it Gaga!

Alex Geana has a blog and takes pictures, you can find out more about him.

Just when I thought Renzo Rosso’s designs for Diesel and the Diesel Black Gold label couldn’t get any better, he decides to take on a whole new design challenge, extracting style from your closet and tossing it into your living room! Yes, my friends, Diesel plans to launch a furniture collection as part of a collaboration with Italian furniture labels, Foscarini and Moroso. Over five years in the making, Rosso’s main goal is to “revolutionize the furniture industry, and bring the fast pace of fashion to it.” Just as one changes and accessorizes outfits, the Diesel furniture collection will be versatile, allowing owners to simply slip on a new fabric cover for a whole new decor. The collection will include various sized tables, sofas, mirrors, armchairs, dressers, stools and lamps and will range anywhere from $256 to $5,125. There will also be interchangeable pieces around the $40 price range that will allow for a complete furniture makeover! So, how will this slated furniture look? Sticking to his roots in edgy urban design, Rosso plans of keeping the rock and roll vibe, busting out grommets, studs and buckles left and right!  If only you could see me dance around like a little school girl. 

Thanks WWD! 

Although Diesel Black Gold’s Fall 2009 collection had many viewers scratching their heads, the label’s hand at designing and styling for the sophisticated homeless person was beyond successful. Leave it up to Renzo Rosso to turn mix-matched textures, preppy patterns, oversized suits, seemingly stained bodysuits and teased out hair into the street cult we know and love. With elements of the Roaring Twenties, the lingerie-esque dresses, fish-net headgear, corseted sweaters and ankle-chocking tie-up boots were undoubtedly reminiscent of Lou Reed’s rebellious punker Velvet Underground. It’s about time someone pulled off the mix-matchy vibe this season! 

GALLERY: RUNWAY RUNDOWN: Diesel Black Gold Fall 2009

LINKAGE: Style

Buzz kill central right here! I’ll be the first to admit that I am getting pretty damn excited for New York Fashion Week to kick off this upcoming weekend, but when I saw these images over at Fashin Fags, I remembered how damn stressful and not so awesome it can become sometimes. I wasn’t too familiar with this story from last year’s Diesel Black Gold show, but it’s worth bringing up again. Check out these images of Natasha Poly breaking out in tears after she showed up just minutes before the start of the show. She had all the hair and makeup artists working on her as she broke into tears after Renzo Russo reamed her out for being late.

Renzo Russo to Natasha - ”I checked – you didn’t even have a show before ours!! how could you?!!, don’t even talk to me, get ready!!”

Photo Courtesy of: Back Stage Side Show

Every fashionista knows that Black Friday isn’t just about shopping gifts for family and friends, it’s about finding amazing deals on the stuff you know you really want. And what better way to do that than to grab an extra 30% off on designers already marked down at SSENSE.com, our new not so secret addition.

We’ve been combing their sales floor all week to pick out some of the best items from this weekends sale.

Check out our Top Ten Sale Picks…

1. Galliano Dark Pink Jeans

The color screams “pay the f*ck attention to me” and that’s probably why we love the so much. These Galliano’s are so painfully fetch and at $107 plus 30% off these aren’t gonna be on the sale floor for long. Check them out.

2. Nike Blazer Metallic Pewter Midtops

There’s something so Beyonce in Gareth Pugh about these that I can’t help but love them. I rarely endorse Nike’s but I want at least three pairs of these under my Chanukah bush this season. Grab them for $108 plus an extra 30% off before they’re gone.

3. Mike & Chris Floyd Neck Coat

Yes, yes I know Mike & Chris are currently debunked, but that’s no reason to not swoop up a couple of their pieces before they’re all gone!!! This jacket is completely covetable and the attached scarf makes it worth every penny and the few jealous stares from your less sartorially inclined friendos. You can grab it at SSENSE.com for $220 plus 30% off.

4. 0044 Cross Necklace

Crosses are always hot but this menagerie of various Jesus pieces is the equivalent of molten lava around your neck. You know you want it and for $161 plus 30% off you can have it at the SSENSE.com Black Friday sale. Check it out now.

5. Diesel Black Gold Flosse Dark Blue Dress

I don’t give Diesel as much air time as I could but upon seeing this dress I knew their new Black Gold collection would be right up my alley. It kind of reminds me of something Maria Cornejo or color block king Johnathan Saunders would dish out, but at $320 plus 30% off it’s about half the price of one of their pricier pieces. Yay, economy conscience fashions!!! Pick it up here.

6. CNC Patent Black Leather Boots

Some argue that patent leather is getting a bit overexposed, but I can’t get enough. These CNC shoes are powerful little statement makers that will get noticed for all the right reasons. You can get them for $466 plus a ery generous 30% off at SSENSE.com.

7. Paul & Joe Bianco Black Melange Trousers

They’re wideleg, pleated, and high waisted. The kind of pants that should only be attempted by the bravest of the brave. If you think you can pull these off, buy them. They will make you looking so flippin good and will ensure that your status as style queen remains in tact. They’re available for $428 plus 30% off at the SSENSE.com sale.

8. Diesel Wild Girls Newclip Black Boots

Lighting Bolts + Boots = Lighting BOOTS!!! I’m easily swayed by quirky fashion and these Diesel boots ring every bell in my body. You can grab them for $238 plus 30% off.

9. Juicy Couture High Seas Plaid Wool Skirt

This skirt is painfully chic. The slight bursts of red in the pattern and it’s undeniable warmth make this a serious must-have. Plus, the plaid is just to die for, I need it, I want it, I just bought it for $209 plus 30% off.

10. Karl Lagerfeld Denise K T-Shirt

What do you want? I’m a sucker for Karl. It’s $250 plus 30% off at the SSENSE.com Black Friday sale.

Once again, Renzo Rosso fueled the runway with his Spring 2009 Diesel Black Gold collection. Only in it’s second season, Diesel Black Gold produced some of the finest high-end denim and leather apparel fashion week has ever seen. Confidence. Attitude. Class. You want it? Diesel Black Gold sure has it!

Thanks STYLE!

Black Gold is supposed to be Diesel’s higher-end line, but I was very disappointed with what I saw in the spring ‘09 collection. There were a few good jackets and dresses, but overall the collection was messy and cheap looking. Most of the jeans looked like they came off the damaged rack at TJ Maxx, which is really depressing for a company that has built its empire on the outstanding quality of its denim. If I want to look homeless, I can easily do it for $10 at Salvation Army rather than spending thousands on this collection. Grade: D

Thanks Style.com for the pics