Diesel partners with GR8

Diesel has introduced a new collaboration with GR8, the Harajuku,Tokyo-based concept store for contemporary fashion and streetwear. Thepartnership will link Diesel with eight of the most forward-thinkingJapanese and international designers and artists in unique andlimited-edition capsule collections, representing the creative force andidea from each one of them, in powerful graphics and prints applied intoDiesel apparel, all curated by GR8’s owner, Kubo.

The idea for this collaboration began when Diesel founder Renzo Rosso, inone of his frequent visits to Japan, attended a party in Tokyo where he metKubo, who also serves as GR8’s head buyer. The two hit it off, discussingthe uniqueness of Tokyo’s creative circles and the eccentric vibrance ofits social scene. From the singular brands and products stocked at GR8 toniche and under-the-radar regional fashion labels they’d both beenimpressed by, the two had much to talk about.

“At this party I was inspired by the gathering of artists and designers,"Kubo said. "There was this strong connection. It was like a ‘grown upplayground.’ Renzo and I have spoken about this inkling idea for over ayear, and now, this capsule collection is created with Diesel’s love,spirit and power.”

“I have always been drawn to Tokyo and this will never change, even thoughthe city is always changing," said Russo. "This new initiative betweenDiesel and GR8, and Kubo’s network, shows a very modern and innovative wayto ‘collaborate,’ which is a word that is now ubiquitous in fashion. Whenyou collaborate on a niche scale, it makes the product much more rare."

The overall capsules are based on Diesel denim, jackets, sweats, andt-shirts. All are approached from a unisex perspective. Each of the eightdesigners and artists have given these pieces their own unique expression.Their artistic mediums range widely including photography, illustration,calligraphy and typography.

A total of 36 items will be available. The visual catchiness ultimatelyrecalls Kubo’s original idea of a “playground” executed in an impactfulpop-up concept design.

These eight special capsules were created as a trifecta collaborationbetween Diesel, GR8 and each respective creative party. The collection willlaunch this Friday and will only be available only at major Japanese Dieselstores, diesel.co.jp, the GR8 Harajuku store, and GR8's website.

photos: courtesy of Diesel