IT IS PRETTY COOL HOW THE ITALIAN BRAND DIESEL HAS CONQUERED THE WORLD IN ONLY 30 YEARS TIME. FROM A CLOTHING BRAND AILED AT THE YOUTH MARKET IT HAS GROWN INTO A SERIOUS FASHION BRAND WITH A VERY UNIQUE AND OWNABLE STYLE, NOT IN THE LAST THANKS TO CREATIVE DIRECTOR WILBERT DAS WHO JOINED THE COMPANY IN 1988.
From what as merely a jeans brand, Diesel has grown into a fashion and lifestyle house of worldwide format. Besides the several jeans collections, Diesel also offers underwear and shoes and other casual apparel, as well as – through smart partnerships – accessories, timeframes, shades, bijoux and even home textile and yes, a car. And of course the Fuel For Life perfume line that was so successfully launched in 2007.
Now, after the huge success of Fuel for Life, Diesel has imagined a completely different scent housed in an unconventional figurative bottle for its new men's cologne named Only The Brave. The flacon represents a clenched fist with a two-finger ring inspired by Diesel founder Renzo Rosso's holding company and charity foundation both called Only The Brave as well as his own two initial R & R tattoos on the hand. L'Oréal reportedly asked him for something a little extra personal to help construct the identity of the new perfume and these are the insignia both parties came up with. Rosso also hopes to build awareness for his charity foundation through the perfume and has promised to unveil a major charity project in a year or so.
The new masculine cologne is described as being artsy and virile in spirit, going three ways as far as the fragrance personality goes: oriental, woody, and leathery. Only The Brave was launched in Germany in March and will be available on the French market as of this month, before being released worldwide in May. The launch is accompanied by a campaign featuring two so far unknown models. Assortment of perfume Only The Brave includes eau de toilette in three amounts: 30, 50 and 75 ml, with 100 ml after shave lotion and balm, 200ml perfumed baths and 150 ml deo spray.Word has it a female variant is in the making. –B-