Diesel Arrives in the Bedroom

Carole Sloan, April 21, 2008

Successful Living from Diesel, a line of three distinct bed and bath moods reflecting the signature sense and attitude of the avant-garde apparel company, were introduced here last week at the Salone Internazionale del Mobile.

The collection, developed in partnership with the Zucchi Group, is built around a rock 'n' roll and a casual living concept, under the direction of Diesel's creative director, Wilbert Das. The brand stands for rebelliousness, irony and irreverence and the home collection reflects this with an overlay of vintage appeal and quirkiness.

Zucchi Group will distribute the collection globally; it is in "negotiations to form a partnership to manage the Diesel brand in the United States with Home Source," said Filippo Zucchi, president of licensing for Zucchi, and Keith Sorgeloos, ceo of Home Source.

Of the three themes, Diesel Denim features interpretations of denim fabrics in dyed and stone washed effects in percale and sateen, light faded and dark mixed with cream "that tell the denim story without using denim," Zucchi explained. Throws and small pillow covers are made from used jeans. The initial collection offers sheets, duvet covers and shams with comforters to follow later, he said.

Fashion Graphics is aimed at a young market with graphic images and bright colors like electric blue, fluorescent pink and yellow with black and white sheets.

Trompe l'oeil is influenced by rock 'n' roll with photorealistic prints and punk tendencies via special optical effects. Sateen and percale are the base cloths for the bedding. Trompe l'oeil throws are fashioned from prints on muslin that look like tufted leather, dubbed Chesterfaux, a play on the style of a Chesterfield sofa.

The collection will be featured in the 40 Diesel stores in the United States and was previewed to select retailers at the show here last week.

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