Diesel unveiled the second chapter of its Diesel Loves program on Wednesday, inviting VF Corporation-owned Timberland into the fold.
The new collection combines fabric sourced from both brands’ respective unsold stock. The result is a line of six button-down shirts that are one half Timberland, one half Diesel. Each style is crafted from a Diesel denim shirt on the front and a Timberland plaid flannel on the back, or vice-versa.
Diesel Loves is an ongoing call-to-action for fellow brands to creatively address the industry’s ongoing overproduction problem. Through the program, the Italian denim brand encourages competitors to share existing materials, manufacturing and creative resources to create new products.
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The partnership demonstrates the “willingness of the fashion industry to work together to create a better future,” Diesel stated.
“Timberland is thrilled to take part in the Diesel Loves project,” said Maisie Willoughby, chief marketing officer for Timberland. “Sustainability has long been a priority for our brand. We know our products have an impact on the environment, and this project helps us give overstock garments a second life in a unique and creative style expression.”
Diesel Love launched in March 2024 with a tie-up with Kontoor Brands-owned Lee. The initial collection combined the fronts and backs of jeans to create new dual-branded pairs. The brands dropped a second assortment with fresh washes. A second collection dropped last month featuring overdyed jeans.
As part of their partnership, Diesel and Timberland will contribute 100,000 euros (approximately $105,113) to the OTB Foundation to benefit projects with the UNHCR, the UN Refugee Agency. Diesel and Lee made the same donation last year.
“Even the smallest actions can have a significant impact,” said Glenn Martens, creative director for Diesel and the creator of Diesel Loves program. “Diesel Loves Timberland marks the next chapter in our ongoing Diesel Loves project. Two industry leaders are joining forces to tackle overconsumption and create something meaningful and beautiful together with the will to empower change through a call-to-action.”
The limited-edition Diesel Loves Timberland collection is available globally and is sold in select Diesel and Timberland stores, as well on the brands’ websites.
