The early days of
55DSL have been described as an experiment by those on the inside. A side project of the larger Diesel fashion house, 55DSL looked to cater to a market hungry for forward thinking outerwear fashion while at the same time, exposing them to the larger stable of clothing coming from the mother company. Within a few years, it became clear that the line had grown into its own, and 55DSL split into its own independent house with Andrea Rosso at the helm. The goals were clear and the timing could not have been better. Action sports which had dipped during the mid 90's, were gaining steam again due to ESPN's X-Games and other factors. Fifteen years on, 55DSL has grown into a globally recognized lifestyle brand.
From the early days of 55DSL, the line which began as basically an experiment, quickly formed into clear mission to develop into something that attracted the eye of a stylish consumer looking for options in outerwear. 55DSL was born out of Andrea Rosso's goal to make a fashion forward active sports line. It quickly became clear that a market convergence was necessary, to bring together not only subcultures, but movements in fashions into what we now define as streetwear.
Highsnobiety had the opportunity to sit down with Andrea Rosso in New York City; just day's before the Diesel family celebrated their 30th anniversary.
