Brown Is the New Black: Diesel and Ssense Drop Gritty Capsule Collection
Brown is the new black in Diesel’s new capsule collection with Ssense.
The Italian denim brand and luxury retailer debuted the Brown Capsule, a collection of denim, ready-to-wear and accessories distinguished by an earthy color palette and muddy surface treatments. The Y2K-inspired collection spans coated denim, knit and jersey tops, exaggerated cargo pants and includes Diesel’s signature accessories like the 1DR bag, Oval D belt and cap.
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The Brown Capsule was created by Diesel creative director Glenn Martens with the Ssense consumer’s individualistic style in mind. Each item in the exclusive collection is treated to achieve a weathered shade of brown that gives the effect of an “immersed, get-your-hands-dirty kind of natural experience,” Diesel stated.
Diesel said the collection underscores its “core anti-conformist values of freedom, self-expression and rebellious individuality.”
To bring Brown Capsule to life, Diesel tapped photographer Thibaut Grevet, stylist Georgia Pendelbury and videographer Arseniy Kazimirov to create a campaign that juxtaposes images of looks from the capsule against a clean, minimalist background. Other looks are immersed in a muddy natural environment.
The muddy look is in. Last year, Acne Studios launched a campaign starring beauty and skincare mogul Kylie Jenner greased up in body paint wearing distressed and oil-coated denim and sunglasses.
The collection is available now on Ssense’s website and at the retailer’s Montreal flagship. The store’s fifth floor will house a dedicated pop-up retail space for the collaboration for two weeks.
