Diesel and their brand ambassador, Hoshi, expanded their partnership, This time it’s with a capsule that embodies the artist’s favorite pieces from his daily wardrobe and Diesel’s vision of self-expression, freedom and inclusivity.
Creative director Glenn Martens envisioned the 14-piece collection as a homage to Hoshi’s creative spirit. Anchoring the lineup of oversized hoodies, T-shirts, denim, baseball caps, jewelry and bags is a silver chain link charm necklace both on graphics and for real. It dangles with brand signifiers, including charms that spell out Diesel, the Oval D logo, the 1DR bag and the For Successful Living motto, plus a very special one. A tiger’s head charm that represents HOSHI, whose name means “Tiger’s Gaze” in Korean, symbolizing how his eyes resemble those of a tiger when he dances. HOSHI himself has expressed his affection for this animal multiple times.
The palette of gray and white extends to a denim-washed zip up hoodie, track pants, baseball cap and two new versions of the Charm-D bags. There is also a stainless-steel charm necklace and key fob/bag charm.
Hoshi was named a Diesel ambassador with a key role for the APAC region in July 2024. The star of the K-Pop group Seventeen is known for his soulful voice and powerful dance moves.
The partnership with Diesel represents the prioritization of the APAC market, including the redesign of the Diesel Shibuya store, and the opening of the third store in Seoul Diesel Dosan last year, as well as an emphasis on Diesel men. Hoshi is one of Diesel’s expanding roster of male ambassadors, including Damiano David (June-December 2024), Marwan Pablo and Daliwonga, who represent a new generation of masculinity.
The capsule is available to pre-order today on diesel.com and in select Diesel stores worldwide.
