Hello, My Name is FIFTYFIVEDSL

55DSL is the original Italian streetwear brand uniting subcultures around the world, through a shared passion for creativity and fashion. Created in 1994 as an experimental spin-off of the popular Diesel brand, 55DSL is now an independent apparel company belonging to Only The Brave group (Diesel) with a lively and provocative identity, and a fresh young attitude. Under the creative direction of Andrea Rosso, 55DSL creates male and female collections for those who feel equally at home in an urban dwelling as a rural scenario. These fashions are practical and comfortable, while remaining aesthetically stunning and unique through the versatile use of inspired graphics. Andrea Rosso tirelessly seeks out new collaborations every day with artists and companies of all genres all around the world, thus making 55DSL as much about the mind as the body. Wearing 55DSL means embracing a lifestyle and all participants are more than welcome to join in. 55DSL is a solid company settled through 20 directly owned stores around the world, and select worldwide distribution from the USA to Europe and Japan.

FW13
Collection

They said go west, and that's exactly where 55DSL went this season. Caught in a crazy dust-up of modern-day cowboys and desert roses, this collection tells the tale of wandering anti-heroes and street-smart vagabonds.

Guys will saddle up with cowboy-inspired detailing, washed eco leather and camouflage patterns in a muted palette of earthy tones with pops of orange and yellow. Indigo-dyed fabrics mimic the hard labour of working on the railroad, while modern accents shine through in metallic effects, vintage-inspired washed prints and toned-down coloured denim.

55DSelle is shotgunning with the guys this season. Pretty as a desert rose and just as thorny, the girls' collection boasts burned effects, dip bleach treatments, quilting and peek-a-boo transparency on jersey, lace, mixed wool and recycled cotton denim.

ANDREA ROSSOCreative Director

5.5 things that can go wrong for a creative director living and working in a small Italian town...

1. You wake up in the morning and realize you have no clean 55DSL clothes. What do you wear?

a) A t-shirt from my vintage collection, of course.

b) A big leaf.

c) I stay in bed because otherwise I'd be walking around naked!

2. You are ready to go to work but the streets are packed with locals attending the annual Cherry Picking Festival. What do you do?

a) Hmmm, skateboard or Lambretta? That is the question.

b) I start walking from Bassano to Marostica. An office worker needs all the exercise he can get!

c) I sit around, watch the passers-by and count the minutes until it ends... And hope that it isn't followed by the town's annual Best-Looking Asparagus pageant!

3. Your staff has just come back from a lunch under the hot Italian sun, and they look distracted and sleepy. What do you do to grab their attention?

a) I hold an impromptu creative competition where the winner gets tickets to a 55DSL event in NYC!

b) I offer them the town speciality - Grappa for everyone!

c) I tell them I'm considering moving our offices to Japan. That'll wake them up!

4. Your workday has ended; it's late, you're exhausted and you need to relax. What do you do?

a) I invite all my friends over and we blast some tunes.

b) A couple of hours of kicking the ball around with Bassano Del Grappa's best soccer players cures everything!

c) I ask my English colleagues to explain the most technical part of their job to me in Italian. By the time they get to the second sentence I'll probably be fast asleep.

5. The town festivities are over and you can drive once again, but you get pulled over by the police for speeding. What do you say?

a) I smile. Good thing the officer is my cousin's husband.

b) I try to reason with the cop that I'm on my way to a very important soccer game!

c) Rats! If only I had some 55DSL goodies on me...

5.5 You finally arrive home and have 55 minutes left before going to bed. What do you do?

a) Pizza with my friends it is.
b) I plan my upcoming trip to California and Japan, the UK, Hong Kong, Greece...
What can I say? I like to travel!
c) I collapse into bed with my favourite design books...

Look The Past 55 Fucking Years

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