PARIS, June 30, 2011 - Launched in 2007, Diesel Black Gold, Diesel's premium clothing line can be found at the main high-end designer trade fairs such as White in Milan, Tranoï in Paris, and even Fashion Coterie in New York.

Diesel Black Gold SS2012 collection

According to Andrea Baldo, the Managing Director of the line, “the autumn-winter 2011-12 collection was very well praised, particularly in the US and Japan.” So well praised in fact that the brand will soon have its own direct stores. The first will open on Greene Street in Soho, New York next September during the fashion week. Even the current Diesel store on Melrose Avenue in Los Angeles will eventually be transformed into a Diesel Black Gold store. Starting 2012, Andrea Baldo eyes Europe and Asia for more boutiques in London, Paris, Shanghai and Tokyo.

The brand is also evolving and is looking to position itself closer to designer brands such as Acné, Helmut Lang, Theory and others. Consequently, its location in department stores will move away from Just Cavalli, for example. “The brand is changing a lot. Today we’re aiming at a more contemporary and softer look-and-feel, which implies disassociating it with its former Rock n’ Roll appearance", Mr Baldo explains.