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55DSL was born in 1994, inspired by youth?s increasing demand for action sports like snowboard, surf and skateboard and the lifestyle that surrounds them. Action sports, music and Internet were and still are quickly and constantly changing young?s people view toward life, fashion and sport. Born from Diesel to encounter and capture the spirit of this new and fast-growing culture, 55DSL roots are clearly linked to action sports and in the past the brand sponsored an international team of pro-riders with very well known athletes as surfer Joel Tudor, Tony Hawk and Steve Berra and snowboarder Lukas Huffman. After 5 years of activity under Diesel, 55DSL had a spin-off in 1999 and started its own independent business unit in Balerna, Switzerland, were all the activities are carried out. After some years, 55DSL has evolved toward a line closer to street / urban-wear as the true soul of the brand is strongly linked to urban culture and the continuous search for contemporary trends.
Now 55DSL is a "e;bridge"e; brand between fashion and urban culture and it is specifically designed for young, fashion minded people still interested or involved in action sports, but with a strong focus on urban culture and active lifestyle. 55DSL addresses its collections to young people who are fashion conscious and who want to feel exclusive. Our core target consumer is young, active and fashion minded, aged 15-24 years, both male and female.
55DSL is globally distributed in fashion/streetwear stores, with a strongest presence in UK, Japan, Italy, Germany, USA and France. 55DSL has opened 4 flagship stores that can be found in such key locations as 1 Union Square West, NEW YORK, Newburgh Street 10/A in LONDON, Corso di Porta Ticinese 75 in MILAN, and 4-27, Jingumae Shibuya-ku, Harajuku area, TOKYO. Store design, as well as product and communication, are coordinated by the creative director, Andrea Rosso.
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