55DSL About Us

If there’s one word that sums up the 55DSL attitude, it is “fun”. If that sounds a bit over-the-top, consider the evidence. Created in 1994 as an experimental spin-off from Diesel, the brand rapidly established its own exuberant identity. Now a company in its own right, it both complements and defies its parent.

The line was originally inspired by radical sports – snow, surf and skate – and these remain anchored in its DNA. But as the brand grew, it embraced the fusion of sport and urban culture that is the foundation of today’s street style. Like its core 18-to-30-year-old customers, 55DSL is at home on a mountainside or in Manhattan; it moves effortlessly between skate-park and nightclub.

A look back at the brand’s evolution provides the clues to its current identity. Its very first collection was called Urban Jungle. Its now familiar angel logo appeared in its third collection, Cyber Winter in Mongolia, which stressed the snowboarding element. And in 1997 it created shorts and accessories for surfers. Over the years it has sponsored the likes of surfer Joel Tudor, skaters Tony Hawk and Steve Berra and snowboarder Lukas Huffman.

Thanks to this heritage, today’s 55DSL garments are designed to resist the toughest elements, while remaining aesthetically stunning. The company’s upbringing as part of the Diesel family guarantees an instinctive understanding of fashion. Total comfort, in our view, guarantees a relaxed attitude and an open mind.

And 55DSL is about the mind as well as the body: its consumers appreciate every aspect of urban culture, which is why the brand is heavily involved in art and music. As demonstrated by its provocative but good-humored advertising campaigns, 55DSL is keen on self-expression in all its forms.

In a world where social networking is an accepted part of urban lives, 55DSL promotes inclusiveness. From the laid-back look of its stores to its unrestrictive, wearable clothes, it aims for maximal comfort and minimal fuss. Consider what happens on the edge of a ski slope or a dance floor: it’s all about camaraderie. The participants may consider themselves radical free-thinkers, but they’re rebelling together. This is not an elite club: you just have to get it to get in.

In a way, the company has a pact with its consumers. They provide their loyalty, and 55DSL provides tools that help them enjoy their lives to the full. Our slogan sums it up: “Live at least 55 seconds per day.” Life moves pretty fast, so grab a slice while you can. It’s not rocket science, but it makes sense to us.