DIESEL RENEWS TIMES SQUARE STORE WITH EXPANDED SPACE

Reflecting Diesel's bold identity and experimentalism conceived by Creative Director Glenn Martens

Diesel brings its spirit of bold identity, individualism, freedom and irreverence to the renovation of Times Square store, now the brand's largest retail space in Hong Kong. Spanning across 2,239 square feet, the space reflects the brand’s fashion and design attitude, under the transformation of Glenn Martens’s Creative Direction , whose audacious vision has reinvigorated Diesel for a new generation. 

Defined by the iconic and vibrant Diesel red and industrial style, the space is complemented by interior finishes and handcrafted furniture that exude Diesel’s experimentalism. The brand's name and "For Successful Living" slogan are boldly emblazoned in white across the façade, defiantly contrasting against the recognizable Diesel red. The store represents a powerful interpretation of the design concept connecting Diesel’s global store fleet. A more refined application of Diesel’s signature industrial edge takes form on walls and floors. Surrounded by Diesel’s all-red lacquered walls that contrast with the bold monochrome space, the Red wall is dedicated to the brand’s core denim collection.

The store showcases the brand’s iconic denim collection, men’s and women’s ready-to-wear, shoes, accessories and versatile style of bags, with the brand’s signature 1-DR bags and quilted Charm-D bags not to be missed. The Charm D handbag is crafted from quilted denim with a treated finish, beautifully adorned with rhinestone Diesel letter charms that can be elegantly draped across the front. The new Scrunch-D bag, firstly introduced in the Fall/Winter 2024 show, gathers the leather in a Diesel D, with two drawstring side pockets.

1DR Bag with iridescent effect HK$7,900

Charm-D Shoulder Bag in Metallic quilted denimHK$5,900

Charm-D Backpack in quilted denim HK$5,900

Scrunch-DHK$7,000

The Fall Winter 2024 collection is filled with energy - our hidden sides breaking into the open, the inside coming out. The collection boldly explores the interplay of texture and identity through three distinct themes. Sweat Effect Burn-Out features jersey dévoré pieces that appear to be overtaken by body sweat, with fabric under the arms and across the chest seemingly 'burnt out.' This theme integrates cotton with a striking Prince of Wales print and technical ribbing adorned with an allover check pattern.

The Digital Printing theme pushes boundaries by mimicking the effect of powerful spotlight illumination, utilizing prints derived from screenshots of DIESEL livestreams. Some pieces are crafted from Viscose-Rayon, a luxurious material made from natural plant fibers that feels like silk against the skin. Finally, the Trompe L'Oeil of Denim theme reinvents classic heritage denim by transforming its iconic abrasions into destroyed and distressed fabrics, achieving a unique jacquard that reflects authenticity and craftsmanship.

Make bold statements and express your individuality with Diesel’s accessories. The Black & Silver jewelry collection features a striking two-tone design, showcasing chunky chains and toggles. Additionally, the Oval D and Diesel D collections expand to introduce exciting new necklaces and earrings. This collection empowers us to embrace our true selves, staying real in a world obsessed with superficiality.

Black & Silver series: Two-Tone Stainless Steel Chain Bracelet HK$1,300

Black & Silver series: Two-Tone Stainless Steel Chain Necklace HK$1,900

Oval D Series: Diesel Stainless Steel Chain Necklace HK$750

To celebrate the opening, acclaimed independent singer Jace Chan made a special appearance at the store, showcasing pieces from Diesel's Fall/Winter 2024 runway collection. Jace was seen in a dress with sweat effect burnt out, perfectly encapsulating the brand's experimentation spirit and technical innovations.

Explore the new Diesel store at Times Square and discover the latest collections.

DIESEL Times Square

Shop 527-529, Times Square, Causeway Bay

Opening Hours: Mon-Sun (11am - 9pm)

Telephone: +852 3101 2880

ABOUT DIESEL

Diesel is an innovative international lifestyle company, founded by Renzo Rosso in 1978. Rooted in denim mastery and evolved into being a leader in premium fashion, Diesel is now a true alternative to the established luxury market. Since 2020, Diesel's collections are overseen by creative director Glenn Martens, including apparel, accessories and a wide range of lifestyle collaborations: from fragrances, watches and jewelry to interior design and real estate projects with Diesel Living.

Discovering, supporting, and fostering creativity is part of Diesel DNA and of its parenting company OTB, the international fashion and luxury group powering a variety of global iconic brands and companies.

Media Contact

Dorothy Wong | Assistant Marketing Manager

Tel: +852 2167 1686

E-mail: Dorothy_Wong@otb.net

Candy Yau | Assistant Marketing Manager

Tel: +852 2167 1686

E-mail: Candy_Yau@otb.net