|
55DSL was
born in 1994, inspired by youth?s increasing demand for action
sports like snowboard, surf and skateboard and the lifestyle
that surrounds them. Action sports, music and Internet were
and still are quickly and constantly changing young?s people
view toward life, fashion and sport.
Born from
Diesel to encounter and capture the spirit of this new and fast-growing
culture, 55DSL roots are clearly linked to action sports and
in the past the brand sponsored an international team of pro-riders
with very well known athletes as surfer Joel Tudor, Tony Hawk
and Steve Berra and snowboarder Lukas Huffman.
After 5
years of activity under Diesel, 55DSL had a spin-off in 1999
and started its own independent business unit in Balerna, Switzerland,
were all the activities are carried out.
After some
years, 55DSL has evolved toward a line closer to street / urban-wear
as the true soul of the brand is strongly linked to urban culture
and the continuous search for contemporary trends.
Now 55DSL
is a brand bridged between fashion and urban culture and it
is specifically designed for young, fashion minded people still
interested or involved in action sports, but with a strong focus
on urban culture and active lifestyle. 55DSL addresses its collections
to young people who are fashion conscious and who want to feel
exclusive.
Our core
target consumer is young, active and fashion minded, aged 15-24
years, both male and female.
55DSL is
globally distributed in fashion/streetwear stores, with a strongest
presence in UK, Japan, Italy, Germany, USA and France. 55DSL
has opened 4 flagship stores that can be found in such key locations
as 1 Union Square West, NEW YORK, Newburgh Street 10/A in LONDON,
Corso di Porta Ticinese 75 in MILAN, and 4-27, Jingumae Shibuya-ku,
Harajuku area, TOKYO.
Store design,
as well as product and communication, are coordinated by the
creative director, Andrea Rosso.
Brand description detail remains property of 55dsl dotcm
|
