Diesel announces the launch of the Red Tag Project, a revolutionary platform conceived to host influential and globally coveted designers tasked with creating capsule collections that will be distributed exclusively by selected retailers worldwide. The Diesel Red Tag Project was created to foster a unique dialogue and interaction between Diesel and the fashion community. Each designer involved will merge their aesthetic and creative sensibility interpreting Diesel’s signatures: denim and sportswear. The results will be clothing and accessories that are ironic, bold, and brave at the same time.

The first chapter of the Red Tag Project will see Shayne Oliver, formerly of the groundbreaking New York City-based label Hood By Air, and recently off of a residency at Helmut Lang. Oliver’s capsule will consist of a ten-look lineup.

I love denim’s heritage and its American roots, as well as Diesel’s Italian core. This capsule is really the language of Renzo, the brand founder. Refined razor sharp denim aesthetics that devours the excesses of trendiness,” says Shayne Oliver.

This is a vibrant moment for Diesel: we are working on a series of global initiatives, one of which is this with the most groundbreaking and radical international designers, like Shayne,” says Renzo Rosso, founder of Diesel. “The new generations are excited and engaged by beautiful products that have a soul and speak the language of today”.

To celebrate the launch, and to get the excitement started, Shayne will hold a “commercial performative event” in Paris, on March 3rd.