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Diesel design does not follow established trends. It is largely unaffected by fads occurring within the fashion circles; it is innovative and at times a bit radical, but always shows a careful attention to detail and a focus on quality in the selection of materials and production techniques. Diesel collections effectively precede trends and do not respond to them, while at the same time the emphasis on quality is never compromised. This focus on independent working methods and strong quality almost seems to translate within the company into an attitude towards living - the Diesel way.

The Style and Graphic Offices literally work side by side in one huge open space, a creative group strengthening itself through close collaboration. Diesel's stylists come from widely diverse cultures and backgrounds, and they all contribute to the creation of a truly global product. Every line is designed by a dedicated group of people (1 stylist, 1 assistant and 1 product manager), who get their inspiration from the most unpredictable places. Diesel designers are famous for their strange self-planned research trips around the world (recent trips include cities in Japan and the Norwegian tundra).

In the Spring of 2006, Diesel denim has been spotted everywhere--especially on American Idol where contestants Ace Young and (our favorite) Chris Daughtry seem to never want to wear anything other than their Diesel Zaf Jeans.