Denim collaboration marks the first chapter of DIESEL❤VES program.

License Global

March 12, 2024

2 Min Read
DIESEL❤VES LEE capsule, Diesel, Lee
DIESEL❤VES LEE capsuleDiesel, Lee

Following the December partnership statement and exclusive preview in Europe and Japan, Lee and Diesel have announced the new DIESEL❤VES LEE capsule is available worldwide.

The two denim brands united to create a collection of jeans fully constructed from fabric sourced from both brands’ respective unsold stock. Artisanally conceived and crafted to embrace differences in length and rise, each DIESEL❤VES LEE jean either has Diesel denim on front and Lee on the back, or vice-versa. One half Lee, one half Diesel: every pair one of a kind.

“Lee is proud to be part of this transformative initiative; it’s a reflection of our shared commitment to driving meaningful change by uniting our expertise,” says Simon Fisher, managing director, Lee Europe. “Through this capsule collection, Lee and Diesel redefine competition by prioritizing innovation. By joining forces, we harness our collective strengths to lead by example, one denim at a time.”

As the everyday uniform of modern life, denim is something everyone has in common despite our differences. This collaboration represents the power of denim to unite in line with both brands’ commitment to creatively finding a new use for unsold, excess inventory.

Requiring significant development to harmonize all the different fits, treatments and sizings, the capsule has two fits and four styles playing on the brands’ combined heritage – two men’s straight fits, two women’s boot/flare fits – and features customized trim and unique details enriched with raw-cut and needle-stitched side seams.

DIESEL❤VES LEE is the first chapter in a new initiative from Diesel – DIESEL❤VES – that proposes a more purposeful approach to brand partnerships applying collective creativity to the perennial problem of overproduction.

“It’s easier to create something new than it is to repurpose a garment, especially when customers want it to look exactly like they do online,” says Glenn Martens, creative director, Diesel and creator, DIESEL❤VES. “The small things you do can go far and deep. DIESEL❤VES LEE is the ideal opening act for our continuous call to action with DIESEL❤VES. Two denim giants, often selling the exact same product with different logos, dropping our weapons and teaming up to address overconsumption and make something good and beautiful.”

Created exclusively for DIESEL❤VES LEE, the limited-edition capsule will be sold in select Diesel and Lee stores worldwide as well as on each brand’s owned websites.

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DieselLee JeansGlobal

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License Global

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