Nowadays, jeans are a symbol of moving forward, youth, rebellion and pioneer spirit, but originally they were made for working. Diesel, which can ‘be stupid’ as well as smart and industrious, has put this fact behind the new collection called Our Glory, the line of jeans “master-crafted by an elite team with a perverse passion & clinically insane inclination for denim.”

To promote the launch of the collection (according to the store locator, the line is available at European stores in Holland, Belgium and Germany), Diesel started a promotion in a dedicated hub on its official website. They opened a digital 80s style laboratory, inviting visitors to take a sneak peek into the production process, which is revolving around three major principles: quality, skill and paying tribute to the brand’s history. Users can take a closer look at the models (Our Nomad, Our Gold Digger, Our Labor) by clicking on the blackboard featuring the silhouettes of the denim pants among numerous scientific formulas. Workwear examiner, Professor Robinson Hork, tells more about the line in the video, “Our homage to this glorious cloth has taken direct inspiration from our most excellent collection—originally designed in 1992, the Old Glory collection, which was the combination of all the expertise Diesel has acquired throughout the years.”

Diesel has also launched its Jogg Jeans line, which was presented at during Bread&Butterin in January 2011. The collection, which combines the jeans iconic style and touch with super-comfort, making them perfect clothing for a weekend spent at home. “Jogg-jeans use a material very similar to jersey but the indigo dying makes the resulting trousers look like jeans. Genius. They come in five different styles, with drawstring, coin pocket and side stitching, and there is also a matching jacket to create the ultimate in slouch-wear,” according to gq-magazine.co.uk. The line can be purchased exclusively from Selfridges at £140+ starting July 1 .

Photo: www.britishlifestyle.co.uk