MILAN, Jun 3, 2002/ --- The celebration was small, intimate and cool -- just like the store. Last Thursday in an uncharacteristically understated manner, Diesel inaugurated its new concept store -- featuring one-of-a-kind prototypes and unique products -- in Milan's cool kid hangout, Porto Ticinese.

"You know, the Milanese are sort of snobby. I want to lead them down a new path and to open the doors to a futuristic way of looking at fashion," explained Diesel founder, Renzo Rosso, of the new venture.

The future is this: no proper storefront logo, 110 square meters broken down into several intimate rooms featuring antique furniture, throw rugs, plenty of lounge space, and an outdoor patio. A downstairs "jeans experimental lab" -- the first of its kind, according to the owners -- offers never-produced, single prototypes (one size only, sorry folks) strewn over vintage furniture.

"Today people want to be simple, but much more individual," offered Rosso. "There is an obvious backlash against too much commercialism. This store is done just right -- a small, cozy ambiance with a cool, individual slant."

Diesel has already experimented with the idea of unique store concepts in Japan and New York, and this strategy will reach other major international cities.

With 27 new openings slated for 2002, the inauguration of this particular concept store marks the first of three new stores in Milan, all of which will be opened in Porto Ticinese. <> Next week the 55Dsl flagship will bow in a renovated apartment building, while the Diesel Style Lab will be opening its doors in early autumn.

During the private dinner that followed at Milan's sexy Quattro Cento, Rosso also took the opportunity to discuss his recent collaboration with Karl Lagerfeld.

Citing that the two fashion personalities are "very symbiotic as people," Rosso confirmed that a deal was sealed to create another collection together, this time bigger than before.

"We are important for Karl because we bring a true authenticity for denim. He is unique for us because he ties us to a high level of fashion status."

And that status is key for Diesel as it continues to grow.

Despite the revenue explosion Diesel has witnessed in the last two years, Rosso confirms, "I don't want to be too big, I don't want to be a Levi's. I just want to be nice and cool. I am working for my own satisfaction, not for numbers or money. I much prefer nice clothes to a lot of clothes."

Music to the Ticinese kids' ears.

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Diesel's Concept Store in Milan

Diesel's Concept Store in Milan

Diesel's Concept Store in Milan

Diesel's Concept Store in Milan