Diesel was born to be the alternative, the alternative to luxury, the alternative to the traditional five pocket jeans. Now the time has come to apply our anti-establishment spirit and passion for change to creating an alternative to the destructive practices that plague the fashion industry. We believe the most radical thing we can do today is to create low impact products and to find innovative ways to make our business circular offering our customers a brand and products that are made "For Responsible Living".
FOR RESPONSIBLE LIVING PRODUCTS
Our products labelled as “For Responsible Living” are designed to have a significantly lower environmental impact and/or to be more circular.
We take a holistic approach to designing a “For Responsible Living” Product, ensuring the fabrics, treatments and trims are all taken into consideration.
Below you can find out about some of the alternatives we are exploring to reduce the impact of our products and to make our business more circular.
A unique QR code is printed on each product to give our customers access to detailed information about the specific attributes that define "For Responsible Living". This information can also be found on the product pages of our website for all products flagged as "For Responsible Living".
Raw materials make up a significant percentage of the overall impact of our products, so the materials we use matter. By choosing to source lower impact materials particularly those that are certified organic or recycled, we can reduce the amount of water, energy and chemicals used and contribute to a fairer and healthier system for everyone across our supply chain.
To help our design, development and production teams make informed decisions about which materials to use, we have developed and implemented a PREFERRED MATERIALS MATRIX, rating materials from good to best. Wherever possible we will use certified organic or recycled materials in our products. In 2021, 73% of all the cotton we sourced was organic, recycled or Better Cotton.
Moreover, being a member of the Fashion Pact, we are committed to achieving at least 25% of lower impact key raw materials by 2025.
Click here to find out more about our “PREFERRED MATERIALS MATRIX”
SPOTLIGHT: ORGANIC COTTON
Cotton being the most commonly used fibre in denim production, is the most widely used material in our collections, representing approximately 80% of the fibres we source. Cotton is grown on 2.4% of the world’s arable land but conventional cotton farming is responsible for approximately 16% of all agricultural insecticides used globally, more than any other single crop (ref. Pesticides Action Network). In contrast, organic farming uses natural methods of pest control such as crop rotation which supports biodiversity and improves soil health; healthy soil stores carbon and retains water. The benefits of organic farming are 360° as the prohibition of genetically modified seeds allows farmers to retain control of seed production and the minimisation of chemical inputs benefits human as well as environmental health. We believe organic is the future that is why we are increasing the proportion of organic cotton in our collection season on season.
Diesel is famous for distinctive denim washes and finishes, but creating the distressed effect that is our DNA comes at a cost. That is why we have been working tirelessly to seek out, develop and test new denim treatments that reduce water and chemical consumption but still allow us to retain the alternative aesthetic for which we are known.
Alongside our preferred materials matrix, we have created a PREFERRED TREATMENTS MATRIX to help our design, development and production teams to better understand the impacts of the washes and finishes they specify and to encourage them to select preferred treatments with a lower water and chemical footprint.
Click here to find out more about our “PREFERRED TREATMENTS MATRIX”
SPOTLIGHT: WISER WASH®
Wiser Wash® is a revolutionary washing technology that completely avoids the use of pumice stone and of any toxic or hazardous chemicals, while drastically reducing the use of water (full decoloration is achieved with only one cup of water).
We are working to reduce our packaging and where packaging is required both for customers and for transportation we are committed to ensuring that everything card and paper based is FSC® certified. We are also committed to the systematic removal of single used plastic packaging from our logistics by 2025 and are working on switching all our B2B plastic polybags to 100% recycled polyethylene.
The above actions are all in line with the targets of one of the Fashion Pact’s “pillars”, the “Oceans” one, which Diesel is bound to and that require brands to:
- Eliminate problematic and unnecessary plastics in B2C packaging by 2025, and in B2B by 2030.
- Ensure at least half of all plastic packaging is 100% recycled content by 2025 for B2C and by 2030 for B2B.
ALTERNATIVE PRODUCTS IN ACTION
At Diesel we are developing specific guidelines for our creative and sourcing teams aimed at guiding their practices, promoting a sustainability culture, encouraging the selection of the most responsible options currently available, and seeking out alternatives which align with Diesel’s environmental and social values.
To decrease the environmental impacts associated with garment production, Diesel is working to transition its key product materials to more sustainable alternatives whilst always maintaining our unmistakable Diesel DNA.
Showcasing this were Diesel Library and Essentials collections. Discover more about them.
Our commitment to alternative material and production processes goes hand in hand with our belief that our denim should be made to last. The Diesel Library offers evergreen denim essentials designed to transcend trends and be worn season after season. Every style in the Library is designed through a 360 sustainability lens, focusing on all the core components that make our denim so distinctive. Every product contains 50%-90% preferred fibres and uses at least one preferred treatment, as well as lower-impact trims. The Diesel Library accounts for a third of our overall denim offer and represents significant progress towards 100% of our denim being responsibly sourced.
The Essentials collection is a core part of our ready to wear offer, featuring everyday cotton jersey staples that are distinctively Diesel. We have been working hard to make sure that the cotton we use across our collections is responsibly sourced and that our Essentials collection only features lower impact treatments and trims. Moreover, from Spring Summer 2023 onwards only certified organic cotton will be used in the Essentials Collection.
A circular system is one without waste, one where products and materials are repaired, reused, remade and recycled. We believe the future of fashion has to be circular. That’s why we are pioneering solutions to keep our products in active use for as long as possible and finding creative ways to reuse and recycle waste across our supply chain.
Discover Diesel's first steps towards circular: Diesel Second Hand and Diesel Rehab Denim.
There are 7.9 million people and the average person owns six pairs of jeans. We believe it’s time for a resale revolution. Diesel Second Hand is a curated edit of beautifully worn Diesel jeans, carefully assessed and authenticated, then meticulously restored and renewed and offered for sale as good as new. We see Diesel Second Hand as an important step towards circularity, the seed of a new business model and a critical element of our “For Responsible Living” strategy. Join the movement and help us to keep Diesel products alive and kicking for years to come.
Diesel Rehab Denim, launched in partnership with Tejidos Royo, has been designed with sustainability at its heart. Diesel Rehab Denim is made using 100% recycled cotton and fully recycled spandex elastane mixed with Tencel ™ Lyocell using REFIBRA technology. This line also features Dry Indigo® Technology, drastically reducing the amount of water, chemicals and energy required in the dying process.
Diesel Rehab Denim is designed to be fully circular and focuses on transparency and traceability. The products use revolutionary DNA technology developed by the Swiss based company Haelixa, which allows us to mark in a unique and permanent way all garments belonging to this line.
A JOURNEY TO MAKE TOGETHER
The sustainability journey is not one we can embark on alone, collaboration is essential. We’re proud to have partnered with a number of organisations who are helping us reach our goals and make change happen.
In 2020 Diesel became members of Better Cotton™. Better Cotton™’s mission is to help cotton communities survive and thrive, while protecting and restoring the environment. By buying cotton products from Diesel, customers are supporting responsible cotton production through Better Cotton™. Better Cotton™ farmers receive training on how to use water efficiently, care for the health of the soil and natural habitats, reduce use of the most harmful chemicals and respect workers’ rights and wellbeing. Better Cotton™ is sourced via a chain of custody model called mass balance. This means that Better Cotton™ is not physically traceable to end products, however, Better Cotton™ Farmers benefit from the demand for Better Cotton™ in equivalent volumes to those we ‘source.’
To learn more, visit
Forest Stewardship Council®
The Forest Stewardship Council A. C. (FSC®) is an international non-profit, multistakeholder organisation established in 1993 that promotes responsible management of the world's forests via timber certification.
Our partnership with FSC® contributes to one of the targets of the Fashion Pact’s “Biodiversity Pillar”, that of supporting zero deforestation and sustainable forest management by 2025.
Leather Working Group
At Diesel, we are committed to supporting responsible leather manufacturing across the globe and that is why we are proud members of Leather Working Group (LWG)
ZDHC Roadmap To Zero
Creating the Diesel distressed look, for which we are best known has traditionally used treatments that are intensive in water and chemical use. We are proud to be part of ZDHC ( Zero Discharge of Hazardous Chemical) initiative, which includes the MRSL (Manufacturing Restricted Substances List). The programme is focused on best practice in chemicals management to protect humans and the environment.
THE FASHION PACT
The Fashion Pact is a global coalition of companies in the fashion and textile industry (ready-to- wear, sport, lifestyle and luxury) including their suppliers and distributors, all committed to a common core of key environmental goals in three areas: stopping global warming, restoring biodiversity and protecting the oceans. Launched as a mission given to Kering Chairman and CEO, François-Henri Pinault by French President, Emmanuel Macron, the Fashion Pact was presented to Heads of State at the G7 Summit in Biarritz.
FIND OUT MORE ABOUT OUR PILLARS
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