SHAYNE OLIVER “I love denim's heritage and its American roots, as well as Diesel’s Italian core”
DIESEL ANNOUNCES THE RED TAG PROJECT
A new incubative platform that will host influential designers and capsule collections.
Debuting with Shayne Oliver.
PARIS, February 27th, 2018 - Diesel announces the launch of the Red Tag Project, a revolutionary
platform conceived to host influential and globally coveted designers tasked with creating capsule
collections that will be distributed exclusively by selected retailers worldwide. The Diesel Red Tag
Project was created to foster a unique dialogue and interaction between Diesel and the fashion
community. Each designer involved will merge their aesthetic and creative sensibility interpreting
Diesel’s signatures: denim and sportswear. The results will be clothing and accessories that are
ironic, bold, and brave at the same time.
The first chapter of the Red Tag Project will see Shayne Oliver, formerly of the groundbreaking
New York City-based label Hood By Air, and recently off of a residency at Helmut Lang. Oliver’s
capsule will consist of a ten-look lineup.
“I love denim's heritage and its American roots, as well as Diesel’s Italian core. This capsule is
really the language of Renzo, the brand founder. Refined razor sharp denim aesthetics that
devours the excesses of trendiness,” says Shayne Oliver.
“This is a vibrant moment for Diesel: we are working on a series of global initiatives, one of which is
this with the most groundbreaking and radical international designers, like Shayne," says Renzo
Rosso, founder of Diesel. “The new generations are excited and engaged by beautiful products
that have a soul and speak the language of today”.
Each collection under the initiative will be curated and distributed by Tomorrow London Ltd., the
fashion platform that consults cutting-edge brands on a unique variety of services.
To celebrate the launch, and to get the excitement started, Shayne will hold a “commercial
performative event” in Paris, on March 3rd