Fifty years of success
December 1, 2005
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| In December 2005, everyone will have a chance to know more about the history of Diesel and the visionaire man behind it all: Renzo Rosso. How? Keep an eye on the book shops in your surroundings, and pretty soon you will probably see in the shop windows a book with "Fifty" on the cover.
The number 5 has always been an important and symbolic one for Diesel. Renzo Rosso was born 15 September 1955. If you just think for a second what happened this year, you will understand why this is an important moment, one which calls for celebration: in 2005, on September 15, Renzo Rosso, born in 1955, celebrated is 50th birthday. And this year we are also launching ITS#FIVE!!! Wow, that's a great total of 5 all together! |
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| We knew that in Diesel they were studying and working hard on how they could celebrate appropriately this important event. When they told us they had decided on a book, we thought it was an excellent way to share a lot of information on Diesel and Renzo with one single media, show a lot of pictures of the wonderful Diesel Ad Campaigns, of what they've been doing in these years...a big and important book that would contain everything one would like to know about Diesel and Mr. Rosso! What's more, for the first time the book will tell the full story of Diesel, from its origins in jeans to its first class status in the fashion world of today.
The Diesel Creative Team was in charge of bringing to life this project. And we can imagine their brains reaching elevated temperatures due to thinking, thinking and thinking about how to structure the book and what to include in it. Producing a book is not easy, and there's lots of things you have to worry about, for example: what will be the dimensions of the book? Do we want it to be thick or thin? Will we divide it in chapters? Episodes? Themes? What will be the color of the cover? And what will we put on the cover? As you can see, before even putting pen to paper and starting to write, there's lots of questions that wait for an answer....it looks as if the Diesel Creative Team eventually found them... |
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| With the collaboration of the Spanish collective "Vasava", who studied the design of the book, and Mark Tungate, British writer who compiled the book's text, "Fifty" will be bursting with Diesel style from every page, and it will show how Diesel approaches everything it does with its unique and creative way of thinking. It will be structured in five chapters (if you try and ask "why not 4 or 6", I kindly ask you to go back to the beginning of the article...) with a different subject for each: a portrait of Renzo Rosso and his lifestyle, the most important moments in the history of Diesel, a look at the award-winning and innovative approaches of Diesel in retail and communication, a focus on Diesel's way of supporting young creative talent (this looks like a very very interesting chapter! I wonder what it talks about! Maybe ITS?) and a final conclusion which should reveal to the reader Diesel's and Renzo's philosophy for the future. |
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| In the book there will also be a very interesting section where we will have the chance to read reports of face to face conversations of Renzo with important contemporary personalities like Bono Vox from U2 (envy envy envy envy....), his Holiness the Dalai Lama, Alexander McQueen, Terry Jones (big hug Terry from all the ITS staff!) and CEO of Saatchi&Saatchi Kevin Roberts. The looks of the book will be that of a collector's edition, one you like to keep in a visible position in your library or coffee table: a large hardcover, a big thick book with gatefolds in it, and even a DVD included, to satisfy your eyes with lots of interesting visual work by Diesel, first and foremost its award winning advertising campaigns. So it looks as if all of you out there who love Diesel, who want to know everything about the brand and the man behind it, or simply want a great item that testimonies popular contemporary culture and brand identity, should not miss the selected book shops around the world which will be selling "Fifty" starting from December 2005! |
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