by Stephen Garner
Livia Firth and Renzo Rosso

During a media breakfast in Milan, Renzo Rosso, the president of OTB and founder of Diesel, revealed the brand’s ‘For Responsible Living’ strategy – a commitment to taking action for the benefit of current and future generations, and for ensuring Diesel’s continuing success in a changing world.

Diesel’s announcement of its sustainability strategy is based on four key pillars and commitments named ‘Be The Alternative’, ‘Stand For The Planet’, ‘Celebrate Individuality’, and ‘Promote Integrity’.

To implement this strategy, the Italian denim brand is working with sustainability and communications consultancy company, Eco-Age and will continue to be supported by the company in its implementation. With the help of Eco-Age, Diesel will also look to partner with organizations throughout its global territories to enhance its community impact as an integral part of ‘For Responsible Living’.

Over the coming months, Diesel will define measurable sustainability benchmarks for the future, continuously tracking its progress publicly to demonstrate its commitment to responsible business practices for future generations.

Commitments include creating alternative, responsible products, and packaging by seeking out low impact materials and innovative techniques, investing in research and development, and collaborating with others to find more sustainable solutions throughout all stages of its value chain. The brand also noted it will work on minimizing its greenhouse gas emissions, reducing its water footprint, and improving reuse and recycling rates across its operations.

“I grew up and actually still live in the countryside surrounded by nature, it is where I truly feel at home and it is what I deeply love,” said Rosso. “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.”

“I salute Renzo Rosso for publicly taking this bold step and starting a difficult journey,” added Livia Firth, co-founder and creative director of Eco-Age. “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.”