UK managing director, Diesel
Jonny Hewlett stole the indie retailer denim crown from G-Star this year, as Diesel became indies’ brand of choice for 2010 thanks to improved ranges and a less arrogant approach.
Denim specialists praised the brand for its fit and trend-led designs, with carrot silhouettes for men and skinny fits for women proving particularly strong. Hewlett’s tightening of Diesel’s distribution has also been praised by indies, who have criticised G-Star for doing the opposite and flooding the market with product. Prices have also been readjusted since Hewlett took UK control in 2008.
Department store chain John Lewis also spotted improvements in Diesel, taking on the brand for the first time this year. Hewlett’s vision for Diesel is to make it a “top 10 global lifestyle brand” and so plans to tackle the notoriously difficult women’s denim market are afoot.