Diesel is officially older than the rock 'n' roll hipsters who covet the knicked, distressed and stylish denim based line. The company is 30 this year, and it's celebrating by releasing what it calls “Dirty Thirty” denim.
Starting at 10 a.m., on Oct. 10 only, the two styles of “Dirty Thirty” jeans will be sold at select Diesel stores for $50 –- a third of the price of their usual which generally starts at $160. The styles they’re offering to mark this milestone are the “Heeven” for men and the “Matic” for women. But they’ve added a few special features to commemorate the date. A new wash that is faded to a greenish-white in the thigh and shin area, a patch on the back with an XXX (get it? 30), side embroidery with the dates 1978-2008 and buttons engraved with “Diesel 1978.”
Come next Friday, Diesel fans will most likely be lining up with a fresh $50 in their hands for their chance to own some “Dirty” denim. See, turning 30 doesn’t have to be so bad.
At Diesel stores in Los Angeles, Santa Monica, Pasadena and Costa Mesa.
-- Melissa Magsaysay