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56 Jonny Hewlett

UK managing director, Diesel

Hewlett called on his marketing nous this year, building on Diesel’s 2010 Be Stupid campaign with this year’s Diesel Island instalment. He even went so far as to get Diesel to buy an island; an initiative that helped the denim giant win Marketing Initiative of the Year at this year’s Drapers Fashion Awards. But all of this would be nothing without product, and its menswear continues to make Diesel a favourite with its indie stockists. From its core denim strength, which hasn’t been too dampened by the rise of the chino, through to the repositioning of its womenswear range, Diesel continues to define what other denim players are doing.

Most likely to… Outrun his retail rivals in a marathon. He loves those running shoes.

Last year’s position 64

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