The Rise and Rise of Diesel

Glenn Marten's Diesel is one of the (most unexpectedly) hottest brands at the moment, especially for Gen Z. Having started around 1970 by Adriano Goldschmied at Moltex, Diesel has had quite a tumultuous life, up until very very recently, when due to Goldschmied's business intelect and Glenn Marten's creative genius combied to recreate Diesel into the most interesting to watch (and the only interesting to watch?) accessible brand in the entire of the fashion industry. I have so much respect for them both and I cannot wait to see where Diesel goes from here
#diesel #glennmartens #kanyewest
Beauty Channel: / @underskinyt
Patreon: patreon.com/understitch

[@angelicaknows]

love this excellent analysis on Diesel as a brand. Will note that the ad with the model with the bright red hair is very much a reference to the 90s German indie film "Run Lola Run"

[@understitchYT]

oh my goodness, of course it is!! That film was huge in England, I cant believe I didnt catch that immediately!

[@angelicaknows]

@@understitchYT 🖤

[@selalewis9189]

Glad I still have my Diesel denim jacket from 2001. "How do you do, fellow kids 🧓🏾"

[@understitchYT]

I'm so jealous!! Is it stonewashed?

[@CoyoteEnix]

Psst, I still wear Diesel T-shirt from 90's 😅 The classic one with Diesel logo on gray/white t-shirt

[@layslabrigatto8969]

i found your channel a few days ago and i'm really delighted with your content, your research is very thorough and they're fun to watch. thank you for making these videos!!

[@understitchYT]

Thank you so much! Im so glad you like them enough to comment, its so touching 😇

[@krzysiok]

@@understitchYT Good video. However, you forgot to mention Dean and Dan Caten . They also had a significant impact on "Diesel look" in the 90s before Renzo Rosso helped them to establish their own brand Dsquared².

[@absolutelyfab]

Another incredible video :) I've been loving Diesel lately, especially the purses, and have only done light research on them. Loved the break down of their current adverting and marketing strategy. Great analysis. Although I do think off-beat dancing in an ad campaign is a part and parcel with fashion. If the dancing was any good it would seem even less real, if that makes any sense (lol) imo.

[@understitchYT]

Thank you so much! Im glad your liking my series! That off-beat dancing gives me 90s sitcom goes 'clubbing' vibes to me, its so cringe and I expect ross and monica to do the routine in the background ☠

[@absolutelyfab]

@@understitchYT haha, yes!

[@ThanhTran-pu5ob]

i love your videos so much, found it a couple days ago and have been binging everything !!!! absolutely love how thorough your research and thoughtful your commentary is.

[@understitchYT]

That means so much to me, thank you so much 😇

[@finalgirltia]

Honestly had no idea about diesel apart from their denim before these past couple of years. I found out about their other products through tiktok and especially KPOP stage outfits with the crazy jeans and the racer jackets/tops (coming from the asian market). It was surprising to see the brand is actually a lot older than i thought (genZ-er here haha)! Thanks so much for the great, concise info on the brand. I'm really hoping to get a hold of their products soon 😊

[@understitchYT]

I’m so glad you enjoyed the video, and I’m so glad to have demystified diesel for you. It’s amazing how many people K-pop have managed to bring to fashion

[@ameliaglitz]

very informative but done in a way that is easy to understand for anyone. keep up the good content!

[@understitchYT]

Im so glad ypu enjoyed! Thanks for watching 🥳

[@Whodnl]

Yes, just yes another under stitch video

[@understitchYT]

Always happy to see your smiling toddler face 💕

[@neonoires]

I love your channel, you are so well informed. Keep up the good work!

[@understitchYT]

Im so glad you enjoyed it! And thank you for commenting again, its so helpful to me so thats really kind of you 😇

[@SkyHiGradtrw]

Glenn is the man!

[@cessarmtc]

Big round of applause 👏 thank you thank you! It’s nice to see watch fashion history trough someone who clearly loves the industry and has a very warming and polite way to express ideas! Love it as much as I do for diesel brand

[@understitchYT]

Im so glad you enjoyed the video as much as you love diesel!

[@lydiachernitsky-hamd6600]

How do you not have more subs? Your videos are impeccable!!!

[@understitchYT]

Pretty sure it was a curse set by the Sanderson Sisters 🤷

[@TravisFirestine]

Diesel will thrive under Martens direction 🙌🏼 great video!

[@understitchYT]

I totally agree, hes such a great deosgner and I think goldshmeid was so smart to go with him in this direction

[@bria55555]

The diesel ad is referencing the 90s German film “Run Lola Run”

[@understitchYT]

And its such an obvious reference too! I feel so stupid for not saying it 🥲

[@bria55555]

@@understitchYT don't feel that way lol, love your videos so much

[@understitchYT]

@@bria55555 thank you very much :)

[@vert2278]

eye opener for me regarding diesel brand. Thanks for the video!

[@understitchYT]

Old school retailing was so mind blowing, so few of them remain tho

[@ilymahi]

great video!! im wondering if u would do a rise and rise of blumarine video next as it has seen a similar resurgence in recent years bc i would love that

[@understitchYT]

Love blumarine, its 100% on my list!

[@luthomvoko5670]

this is my new favourite video of 2022

[@understitchYT]

Oh wow thank you so much, Im so so flattered 😇

[@gata1887]

This is nostalgia for me!! Diésel came to my country as a store in 2001 and it was everything anyone in my age group would wear (that and an argentinian brand named Kosiuko which I believe does not exist anymore).

[@understitchYT]

I just looked up Kosiuko and actually they look quite interesting, almost like a Gen Z High Street brand, really interesting

[@gata1887]

@@understitchYT its actually a completely millennial brand along with 47 street (that is argentinian too). I was 14 going on 15 when they all popped up over here and they all abruptly disappeared by 2010. I am latina (Ecuador) and currently 36 so yup, fully millennial hahaha!

[@scpatl4now]

I remember Diesel ads in Andy Warhol's Interview Magazine. They always had a large ad.

[@understitchYT]

There ads were so good back in the day

[@behoney00]

Fashion History at its finest

[@abouthisbiz4330]

A- Would have been nice to see a contrast with a few competitors namely GUESS. very good report.

[@understitchYT]

I tried to add a competitor analysis actually but I ran out of time, though, I was going to compare them to Levi's because thats who they seemed to mostly trying to compete with. The opening of the new york store opposite levis for example was they trying to show off as winning against them. Though they were competitors, Guess was trying to compete more with Calvin Klein at the time and actually had really similar ad campaigns which I always thought was interesting

[@abouthisbiz4330]

@@understitchYT wow didn't know that. I never thought in terms to the ranking of segments but rather I just focused on mid luxury. Levi's branded themselves as a denim brand which, per your report, so did Diesel. But I don't think they came across that way. The Levi's customer wore his jeans to work, the Diesel customer wore his jeans to flex, so I didn't think they fished from the same pool. But what I'm gathering is competition was to see who could sell the most denim??

[@understitchYT]

@@abouthisbiz4330 Yes totally,. they're all direct competitors with unique selling points, but I think it was Diesel who was very focused on thir competition with Levi's for whatever reason (maybe because theyre the market leader in denim?)

[@discoteo]

thank you! informative and accessible, keep it up! :)

[@understitchYT]

So glad you enjoyed the video, thats for commenting too :)

[@KaTheMagician]

Hey @understitch love what you're doing thank you so much for the actual quality content been binging your channel and Chitose is in my top 5 along with Rei so I loved that ep and previously had no idea about Grace or Simone (Loved both episodes) and had many a negative assumption about kid super (guess I was hating lol) but my opinion changed here. Would love an episode on Marine Serre (if I could pick just one), Denma and Vetements, Errolson hugh (Father of techwear scene/niche creator of Acronym since its everywhere in the mainstream now zara, uniqlo, h&m, etc...), and one on HBA as well (Hood by Air) also let's throw a Cold Wall (Samuel Ross in there) no pressure though ok I'm done making request lol... Thank You! 🧡 One more Alyx (Matthew Williams) would also be nice ok I'm done lol EDIT: Watchin the ep/vid now... didn't know diesel collab'd with two of my requested favorites (a cold wall & hba) clearly it's fate for you to make the videos ;) lol so informative!

[@understitchYT]

Thank you so so much! Im so glad you enjoyed so many episodes and commented to say so 🥰 its so funny you said that about kidsuper because I went into it thinking he was just a guy trying to make coins, but during researching I realised how incredible Colm actually is and afterwards I realised he is SO NICE, he messaged me PRIVATELY to let me know he liked the video and which bits to correct before commenting on the video, I was so touched how considerate that was. Mega mega respect to Colm. I literally have a video on Marine Serre ready to go, but Im hoping for a collection in the next couple months to add to the story and help me with the algorithm, but if I dont get it, Ill release it soon(ish). Actually all the designers you mentioned are on my excel file of designers/brands to cover, just wish I had more time to actually make them!

[@KaTheMagician]

@@understitchYT Good to know I wasn't the only one who had an eyebrow raised lol I kinda had the same experience between your vid, watching an interview here or there and discovering he was a fine artist (like me) designing clothes (I've been in the streetwear community for 20+ years now as it was my intro to fashion in 9th grade/2001) Great now my new favorite Netflix sereis is a KZbin channel and the anticipation is killing me haha... Can't wait for the Marine Serre Episode! 😬Thank You! 🙏🏾

[@understitchYT]

Yeah, thats what I got too, Colm is really a FINE ARTIST who happens to have his medium be clothing. Im actually really excited for his development on handbags, I think it'll be so exciting to see them as canvases (which he already started). I hope Marine gets a collection out soon, because I really love that video, but I also know shes now removing herself completely from the schedule so if we dont get a show by maybe mid october then Ill just release it (I have to go back to 1 video every two weeks after fashion week because I cant keep up and keep my job! ahaha)

[@mangomangeur]

You're channel is so underrated, keep it up! ❤️

[@understitchYT]

Thank you so much 🥰

[@TheVolumeIv]

Ss22 is not a reference to the "fifth element", it's closer to the german film ''Run Lora Run"

[@understitchYT]

Yeah totally

[@anasanahuja9946]

😍 I just found your channel today and can’t stop watching! - amazing 🤩

[@understitchYT]

Thank you so much!! Let me know which ones you watch, I follow my comments as closely as I possibly can 💕

[@FortheLoveofMonsters]

11:06 the campaign video was probably more influenced by Run Lola Run than the 5th Element

[@understitchYT]

Yeah youre very right, idk what I was thinking

[@ShapeyFiend]

Good video. For me when Diesel and Replay started expanding their retail it was sort of replacing the likes of Jack & Jones which were in decline, but offering even less contemporary style jeans. Everything about them seemed a bit stuck in 2005. I put Superdry in the same category of normie branded hoody purveyors. Their advertising looks cool but I never saw any of it here in Ireland.

[@understitchYT]

What I found so interesting is that of all the brands you listed (and more, Zara, H&M etc), except superdry, none of them actually have their own design aesthetic. They all copy from bigger fashion houses or just produce whatever is trendy. I dont know if you remember topman/topshop, but they were really the first modern retail shop to genuinely have their own aesthetic and even did catwalk shows etc, theyre obviously gone now, but with brands like Diesel doing their own thing once again, Im hoping we see a return to that. An affordable creative point of view

[@ShapeyFiend]

​@@understitchYT I suppose Superdry do have a very recognisable aesthetic, albeit a horrible one. We had a Crosshatch era as well (maybe 2007 to 2016) which I never liked but it was bloody endemic. Jeans with lots of sections sewn together and pockets everywhere. Also motorcycle detail and printed writing on them. There was another similar brand I forget which was similarly hideous. I definitely found Topman the most fashion forward highstreet option in like 2009. Bought coloured skinny jeans there so I could pretend to be one of the New Boyz. They had cool shoes as well I got some bright green patent leather boaters in there I wore for years got a bajillion compliments on hehe. edit: that's bizarre it turns out Diesel (Italy) weren't able to get their trademark in Ireland and have been battling it out with an Irish Diesel who make an inferior product with pretty much the same logo.

[@understitchYT]

@@ShapeyFiend top man in the late 2000s, 2010s, was so iconic. I don’t think there was a single boy at my school, without those brightly coloured underwear, boxers poking out of their skinny jeans. Never forget the plastic half see-through belts, the socks, the T-shirts that were permanently buy two for £12. It was so iconic, and it was nice to have something that genuinely was respected as fashionable for a reasonable price. They put so much money into fashion week. I always really respected them, it’s really a shame that they died.

[@sarahdonaldson-g7h]

LOVE YOUR CHANNEL

[@understitchYT]

Thank you so much 🥰

[@tmoore2010]

I've been wearing Diesel since 2020. Just jeans and belts but absolutely love the brand. Quality, price and my personal style: revitalized! Best.

[@understitchYT]

You’re so right, it’s so nice to have a more affordable offering that isn’t just the same as all the other High Street brands are doing

[@jassypr]

i have tons of diesel clothes way back 2000’s tyg they revived diesel

[@Outdoindia]

Hi. Came across your channel. Really good work. Just wanted to know your source of the above video. If you could name the books on diesel.

[@understitchYT]

Theres too many sources to list because I try to corroborate as much as I can. Perhaps in the future Ill make that sort of thing available on patreon, but rn listing the sources is quite a lot of work (each video has around 150 so its a sizeable task)

[@indoginfo]

really nice video

[@understitchYT]

Thank you so much, Im glad you enjoyed it 😇

[@indoginfo]

@@understitchYT I did a lot! Thank u

[@CoyoteEnix]

Funny but few days ago I've bought Diesel shoes and... GAS shoes 😅

[@understitchYT]

90s is back!

[@ChristianMosi]

LOOOOOVE GLENN MARTEN HE IS MY FAV DESIGNER AT THE MOMENT

[@understitchYT]

Its certainly a good choice, his design aesthetic is incredible, hes really very talented

[@ChristianMosi]

@@understitchYT i love how he thinks about the younger consumers and include them to the fashion shows so they too can have a say in fashion recently . it’s a good look for consumer and brand relationships. His designs are fresh new and innovative ! I love this video !

[@understitchYT]

@@ChristianMosi oh absolutely! His dedication to the consumer is so inspiring. I love how he hasnt in any way watered down his vision for Diesel just hecause its cheaper than YProject and I really respect that

[@AndresWS]

great video Stitch

[@understitchYT]

Ohana means family, family means thanks for watching the video 💪💪💪

[@Reliique]

I went to Diesel shop in Dubai Mall, full of crap after designer changed, google Diesel Timmen to understand what Diesel used to be. They still have some nice shoes but jeans are rekt... Get vintage Diesel jeans they are absolute fire.

[@understitchYT]

I get what you mean, but its so actively desirable now

[@EWWWYOURFAC3]

Disel is going up

[@hansmir5443]

I don’t think people are buying the new style. In the late 90s there were few items that was selling like hot cakes. Some denim stuff is only for show.

[@understitchYT]

They're telling us it's doing well, but I haven't seen many poeple out and about with it

[@carvitqmilate9244]

I still have diesel 2007 bag for male and still can work in this time😅 but as the old bag the zipper kinda broke and change it with pink zipper from my sister bag, still one of strong bag i ever had compared to Boeing bag and pelican beg

[@understitchYT]

Lets go sustainability!!!!

[@joeibon]

I can't find my vintage Diesel shirt!🤣😭

[@understitchYT]

Oh noooo! When did you get it?

[@joeibon]

@@understitchYT i found it collecting dust in the house, probably my mom or dads

[@understitchYT]

Oh thats sick, from the 70s 80s?

[@CoyoteEnix]

If you played Driver 2 (PSone) you probably remember Diesel ad on the walls of buildings

[@understitchYT]

iconic

[@yimsuan]

some of your info is wrong, some of it is right, some stuff you left out is especially important about renzo...shout out renzo

[@understitchYT]

Im so confused?

[@krisx1753]

amazing work! do maybe for miss sixty and killah

[@understitchYT]

Omg i havent heard the name miss sixty in sooooo long

[@krisx1753]

@@understitchYT 😂 and J Brand!

[@OpinionatedMatt]

Did Diesel play a role into “bringing back” ‘90s/Y2K fashion or it just came at a perfect time? Also, how is it that fashion trends come to be? Like how is it that Y2K came back?

[@understitchYT]

Its probably a huge combination of factors, a bit like the cerulean blue speech, so the person who gets credited with the revival is usually just one of the many people involved, but having a person to head the trend usually sells it better to the masses

[@camdengraves1442]

Look up the fashion trend life cycle age, every 20 years trends live then die then come back again after 20 years which perfectly lines up now with the late 90s early 2000s y2k aesthetic from 20 years ago

[@przekoala786]

I love your videos

[@understitchYT]

Thank you so much 🥰

[@MLGBGermany]

Diesel ❤ was my fav brand when I was a teenager and is still one I appreciate now that I’m over 30. Honorable mention to the “young line 55DSL”, so fun and youthful. Black Gold was huge back then, I remember myself visiting their flagship store in Milan just to look at those cool and edgy pieces (I couldn’t afford Black Gold unfortunately). But yeah, Diesel has a special place in my heart!

[@understitchYT]

I feel like I missed out on the black gold stuff, by the time I was cognisant it was already cheugy, it wasnt until much later I discovered how good it actually was

[@anabltc]

55DSL yesss! ❤ty

[@redazi1]

No way the only store in my city,closed down

[@understitchYT]

What a shame

[@jischkebd]

Best jeans I’ve ever owned

[@understitchYT]

They last FOREVER

[@JustCallMeAnnie]

When I think of Diesel, I think of the late 90s, so it was great to learn more about them.

[@understitchYT]

Honestly, that’s what I thought of them too, but I was really interested to learn and to share more about the history because it was really interesting

[@OGCON]

Why is nobody on the whole internet talking about what’s going on on there trust pilot

[@bandicoot5412]

They did it

[@understitchYT]

More successfully that Gap, thats for sure

[@celestedallas876]

Honestly the best jeans ever in my life

[@understitchYT]

Theyre so flattering

[@freyaf5753]

Ace vid. 💣

[@understitchYT]

Thank you 😇

[@sakuragi9607]

“The rise and rise of understitch,” gonna be a video with quality and rate you make these videos , would you ever do podcast where it less factual and just opinions and rants etc.

[@understitchYT]

That 100% should be the name of my face reveal somewhere down the line 😂 Id be happy to do a podcast but Id want to do it with someone together to bounce around ideas, maybe fashion roadman or fashionlover4

[@sakuragi9607]

@@understitchYT you and both of them ate my favorite 🤩 so I hope that can happen ayo has been on a few and has a pateron podcast so I’ll mention you bc need that colab lol , Reggie from the casual would be amazing both of you articulate things masterful

[@understitchYT]

@@sakuragi9607 That'd be so fun, Id definitely feature on his podcast ^^

[@C4rl05XD]

Its not rising they just pay so much in marketing ad

[@understitchYT]

Marketing is a huge part of it, of course, when it’s kind of true with every brand. There are so few brands that are successful without marketing, even Hermes advertises now after literally decades of saying they would never. The power of marketing, and advertising, is not something that is only afforded to the big brands anymore, but is needed for everyone. I’ve been working on a video of a Tokyo James and it’s incredible how much they have had to put into marketing the brand

[@p_nk7279]

Gen Z loves everything 90s!

[@understitchYT]

So vintage!

[@fiftyclown]

Could you link your sources?

[@understitchYT]

Im sorry but there are far too many, thats actually the reason I use the text for so many of them because I cannot list them all. If youd like to read more from the articles, pick out a string of like 6 words and put quotes around it in google and it will come up. If theres something specific youre looking for a reference for though Id be happy to help as best I can 😇

[@gordonw4542]

Hi understitch, I have one important insight on denim jeans. Denim jeans has always tied to Rock and Roll music going back to 1950's with Elvis. The term Rock and Roll was coined by southern black as " SEX". The Beatle and rolling stone pickup on it and start wear Jean with its hidden meaning and writing about rock and roll in their songs. Today with the decline of rock and roll music cause equally decline of jeans sales. It is interesting that Diesel has make a come back with designer jean formula that was successful in past. G

[@understitchYT]

I didnt realise that was the etymology of rock and roll, thank you. Do you still think it has that connotation?

[@gordonw4542]

I think its a observation of young people doing in the car who did want let outside people know. Nevertheless the car would shake in rock and roll fashion. Both white and black adult knew what it was but speak of it. this is the reason why the PTA and school board banned rock and roll music in the 1950's. The musicians knew but the kids did not. G @@understitchYT

[@3rianagrande]

it’s too cunty for this world 💔

[@understitchYT]

it's ashley tisdale

[@redazi1]

Diesel is done no one wear diesel

[@understitchYT]

Really? I still see diesel regularly

[@mziwandilemazibuko7522]

Sdizo❤

[@AlexxaBo-1988]

I.

[@understitchYT]

J.

[@therevoltingslob2564]

Please don’t overcredit them for supporting the lgbtq community when what you mean is they supported gay men. Still respectable, especially for the time, but be honest and specific about who it was they were supporting, cause I don’t see any trans people or lesbians in the mix

[@understitchYT]

youre very right, our community wasn't discussed as the 'lgbt community' for many years after and we were all shoved into that 'gay' box, which unfortunately was erasure for so many more queer people

[@TaquitoDeAsada]

Sorry but just because they had ONE hit season doesn't mean they're cool. Diesel still has a long way to go.

[@understitchYT]

Theyve had several now at this point 🔮

[@TaquitoDeAsada]

@@understitchYT 1 😎

[@MartyMcFlyfisher]

This woman’s voice fry drove me away. Thanks for trying, I’m out!

[@understitchYT]

🍳

[@GaryM42069]

Diesel actually is amazing. It’s back because of gunna, ariana grande and kpop singers 😂

[@understitchYT]

Celebrity endorsement is very important these days for sure