300 kilograms of jeans fabric scraps flown in from a Diesel fashion show set in Italy have been transformed into an art installation at Ramat Aviv Mall. The international fashion brand DIESEL is launching, for the first time, a visual display that combines a new jeans collection with a clear environmental message.
From Installation to Recycling
At the end of the presentation of the collection in this traveling installation, which will move between different locations across the country in the coming months, the jeans scraps will undergo a recycling process and be turned into raw materials for the automotive and insulation industries. This is part of the brand’s Responsible Living approach.
For DIESEL, sustainability is a core value alongside sustainable development, innovation, and the use of technology. According to the brand’s philosophy, these values guide the path in the modern fashion world and will play an even more important role in the future.
This initiative joins a series of environmental actions by the brand, which earned DIESEL the Circular Economy Award from the Ellen MacArthur Foundation as part of the 2024 Fashion Sustainability Awards by the Italian National Fashion Chamber. The award recognized Diesel’s efforts to raise awareness of environmentally conscious fashion.
Glenn Martens, Diesel’s Creative Director, said: "There is beauty in waste, in what is ruined and torn. The beauty is in the circularity of the leftover jeans and their intentional destruction, which we built into the collection. This is the rebellious spirit of Diesel: We promote circularity in our production with the same intensity as we promote design."
The installation is currently on display at Ramat Aviv Mall in Tel Aviv and will travel in the coming months to different locations across the country.