Italian denim brand Diesel launched its “Second Hand” project tapping lesser-seen methods of renewal and sanitization.
is available online in Europe and in three stores in Italy, including Milan, Florence and Rome. Excluding wholesale, Diesel counts more than 400 retail stores.
“For the brand, buying Second Hand is something to be celebrated and Diesel invites customers to join theFitting into the brand’s sustainability strategy dubbed, “For Responsible Living,” Diesel hopes to keep products in use for years to come. The brand is restoring and reviving each secondhand piece by employing some lesser-seen methods.
Perhaps in a bid to save washing or diffuse any cultural perceptions on pre-owned garments, Diesel said all garments are washed only once, sprayed with “Viraloff,” a viral fabric guard, as well as “Odor Crunch,” which creates odor-resistance. Both treatments are produced by Italian company Polygiene and carry Oeko-Tex Eco Passports approval. Per the company, the treatment allows for reduced frequency of laundering during customer use.
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