Diesel Captures the Spirit of Club Culture for Track Denim Range

Iconic denim brand, Diesel, tasked its brand and entertainment partner, The Sunshine Company, to devise a fresh creative campaign to mark the launch of its Track Denim collection.

Embracing the ‘worn from the street to the club’ attitude of comfort embodied by the unisex collection - which features jersey hoodies and trackpants, through to bodysuits and tank dresses in iconic denim washes - the campaign places Diesel firmly back on the dance floor, evoking the uncensored and liberated togetherness of a club night in all its sweaty glory.

Centering around a suite of Sunshine created films and stills captured by iconic subcultures photographer Ewen Spencer, the campaign authentically embodies Diesel’s ‘worn and torn’ aesthetic. The films will run across the brand’s social and digital channels, with additional support from press.

A precursor to further activity later in the year, the campaign confidently reasserts the brand’s deep-rooted heritage in music, in an unapologetic celebration of club culture.

The Sunshine Company’s chief creative officer, Ed Warren, said, “The attitude, comfort and versatility of Diesel’s Track Denim collection gave us a perfect opportunity to put the brand back on the dance floor, reasserting Diesel’s club culture heritage and re-establishing the brand’s roots in a way that connects with new audiences. Ewen Spencer was the perfect partner to capture the energy of these moments, in an authentic way that’s tonally fitting for the brand.”