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Diesel didn’t do a typical rebrand. They didn’t play it safe, chase trends, or lose their edge. They doubled down on what made them iconic, rebellion, denim, attitudeand updated how they showed up without changing who they are.

From the appointment of Glenn Martens to the rise of the 1DR bag, Diesel’s comeback is proof that great branding isn’t about starting over, it’s about reconnecting with your brand core.

In this video, I break down:
0:00 Intro
03:08 What caused Diesel to lose relevance in the 2010s
4:27 How Glenn Martens turned the brand into a cultural force again
6:26 Why design and consistency still matter


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