When 55DSL started out it was focused on snow, skate, and surf. Then the brand transitioned and it seems to be developing into more streetwear. Does that have something to do with influences in your life? Where did that transition come from?

Originally, yes, it started as an action sport brand. Coming from the mother company Diesel there was always a sense of fashion into the line. Over time we developed a line mostly for streetwear even though the appeal is also for a lifestyle of skaters and snowboarders.

Do you see connection between action sports and street?

Yes, for sure. I think it's a part of an evolution coming from the early 90s until the beginning of 2000s. There has been this sort of a lifestyle concept between the two. Almost unifying street culture with action sport, music, art, all matted together into one solid thing. [There is] no more distinction between one another. No more hardcore niche for each single one but one matting together of the whole. That's part of an evolution and an evolution that we also have in the line 55ds.

Art has been a big influence on the brand since day one. Can you tell me how the art world has effected the brand?

Yea, actually we do art and graphic design in the Lafayette store. We have had a few shows. We do also a lot of art collaborations with different graphic designers and artists around the world. We never stop getting into contact with the art world especially from street art. [A] project that we have is called 1055, its a limited edition tee that is just random people that we think it would be nice to do a tee for us. Not specifically artists coming from the street art world but it can be also other people, maybe a photographer or illustrators. Some of them have never done tee shirts so there is always this aspect of we like the graphic and we like what the graphic designer or artist does and we try to put it on a tee shirt to see if it can work.

Do you think at any point in the history of the line there has been a difficulty in trying to distinguish the line away from the mother Diesel?

We are an independent company. We have our own style office, commercial office, logistic office, and production office. Of course, you have to talk about synergy in production [because] we use the same facilities as Diesel. We need to see also what Diesel is doing in terms of distribution so there is no over lapping. We have to be careful of that. But 55 is really its own mind and company. In 2001 there was a split. [It was] then 55 came out from Diesel.Now we are celebrating our 15 anniversary in 2009.

Is it safe to say that it has grown beyond anyone's expectations?

When we started we were 8 people and now we are 44 people. It is a growing business. We never thought about reaching numbers like Diesel. Of course, there is more space for growing. We like to keep it humble.