Diesel knows how to impress. In 2010, the brand was shocking the public with its controversial ‘Be Stupid’ marketing campaign, which gave tone to everything Diesel was doing last year—from new collections to out-door activities (Facepark) and collaborations with other brands (with Fiat). The new addition to Diesel’s extensive portfolio is the Spring-Summer’11 collection, which is inspired by something radically opposite to forward behavior. The essence of the new range is revolving around “espionage and adventure” and gives consumers a feeling of getting into a very heart of a spy movie.

The new collection was created for those who love good action films and at least once in their life wanted to get in boots of a real spy. Now, they can make their dream come true—what Diesel offers is not only footwear, but a wide range of clothing and accessories, developed just for male and female ‘undercover agents’ who like to take risks. The title of the iconic film ‘You only live twice’ from the Bond saga was turned into ‘You only ride twice’ to become the motto, which reflects the vigorous nature of the new collection.

Leather, the black colour and—traditionally—denim, as well as streamlined and slinky silhouettes are dominating in this collection. The Diesel designer team has chosen carrot and “the Tepphar—a new shape with a low crotch and tight calf” to be the main shapes of the collection. The jeans were created with “the Powder of Diesel” concept in mind, which means that the denim looks washed and worn (which of course adds to the espionage style).  The leather elements on jackets, lettering pattern and somewhat vintage look are creating an atmosphere of mystery.

The collection was unveiled at blogger preview event in NYC back on November 17, 2010, at Diesel’s showroom, and will hit the stores soon.