Diesel’s latest recognition at the Sustainable Fashion Awards highlights its ongoing commitment to circular economy principles.
Diesel’s work to redefine fashion’s relationship with waste has earned it the Circular Economy Award from the Ellen MacArthur Foundation, which was presented during the 2024 Sustainable Fashion Awards in Milan. The brand’s focus on integrating circular economy principles across its operations and partnerships is helping to reshape how denim and other materials are handled, reducing the environmental impact of the fashion industry. This award is a recognition of the brand’s continued efforts to push boundaries in sustainability, focusing on structural changes that reduce waste and extend the life of garments.
“I am very proud to receive this award because I consider sustainability as a state of mind and this is what I try to convey to all our teams,” said Renzo Rosso, founder and chairman of OTB Group and Diesel “Fashion is one of the most polluting industries, and I am convinced that we must all play our part in reducing its impact on the planet. At Diesel we are working hard in this direction, and I am satisfied with the results we have achieved.”
During Milan Fashion Week, Diesel covered its runway in nearly 15,000 kilograms of denim scraps, all of which will be repurposed for insulation, underscoring its commitment to circular practices.
A cornerstone of Diesel’s circular strategy is its partnership with Lee, which turned deadstock into a fresh line of jeans, showcasing how existing materials can be reimagined. Another major development for the brand is its Rehab Denim collection, introduced in 2023. These garments are made from more than 60 percent recycled cotton, sourced partly from Diesel’s pre-consumer waste. Partnering with the Spanish mill Tejidos Royo, Diesel turns this waste into new fibers that are combined with recycled elastane and Tencel lyocell, produced using Refibra technology. The resulting fabric is dyed with Dry Indigo technology, which eliminates water use and cuts energy consumption by 65 percent while reducing chemical use by 90 percent compared to traditional dyeing methods. The Rehab Denim collection continues to be featured on Diesel’s runways.
Diesel is working with partners in Tunisia to create a closed-loop recycling system. By the end of 2024, Diesel will introduce 88,000 pairs of jeans made from at least 20 percent recycled fibers, derived from cutting waste during the production process. This initiative is part of a partnership with the United Nations Industrial Development Organization, demonstrating how fashion brands can collaborate with global entities to promote sustainability at scale.
Circularity is also at the heart of Diesel’s resale initiatives. Launched in 2021, the Diesel Second Hand project allows customers to return used Diesel garments to flagship stores in Italy. These garments are then resold on the brand’s e-commerce site throughout Europe. In 2023, this initiative expanded to Japan with a dedicated resale format, furthering Diesel’s commitment to keeping garments in circulation and reducing fashion waste.
Rosso also emphasized the role of technology in Diesel’s approach, adding, “Through innovative technologies, beautiful products can be created using waste materials.” However, he clarified that sustainability goes beyond materials: “Sustainability is not just about recycled fabric; it is also about thinking and acting responsibly towards the environment and towards people. I believe in a circular business model where a company creates, produces, sells, collects, and returns a portion of the value to the community: this, in my view, is sustainability.”
Related on Ethos:
