Yesterday in Milan, Diesel held an invitational media breakfast to discuss a new strategy for the brand. Its sustainable commitment “For Responsible Living” will focus on taking new action toward becoming more respectful to people and the environment with four key pillars—Be The Alternative, Stand For The Planet, Celebrate Individuality, and Promote Integrity. For this new plan, Diesel worked with sustainability and communications consultancy company Eco-Age. There to introduce “For Responsible Living” was Renzo Rosso, founder of Diesel and president of Only The Brave (OTB) and Livia Firth, co-founder and creative director of Eco-Age.
“I grew up and actually still live in the countryside surrounded by nature, said Rosso. “It is where I truly feel at home and it is what I deeply love. Today, we face a new vital challenge, the biggest one yet, as we become more and more aware of the social, economic, and environmental impacts of the fashion industry at large. And Diesel is ready to face it full steam ahead.”
“For Responsible Living” will kick off with Be The Alternative by using alternative products and packaging that have low impact on the planet. Stand For The Planet is a promise to minimize greenhouse gas emissions, reduce its water footprint, and improving on re-using and recycling. Celebrate Individuality is centered around culture within the company, focused on honoring employees’ diversity so that they’re able to promote a fulfilling, safe, and thriving work environment. And Promote Integrity is a commitment for social and environmental standards throughout the supply chain, promoting positive practices and enhancing traceability. Implementing innovative techniques, having a heightened dedication to research and development, and collaborating with others to find more sustainable solutions are focusses, too.
“I salute Renzo Rosso for publicly taking this bold step and starting a difficult journey,” said Firth. “It takes courage and commitment and I know Renzo has plenty of both. Eco-Age has accompanied Diesel for the last few months to set the framework of For Responsible Living and the Diesel team is a joy to work with.”