55DSL was born in 1994, created by Diesel Founder Renzo Rosso and his design team as an experimental line.
The line was 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 peoples views toward life, fashion and sport.
Andrea Rosso: Creative Director - photographed by Giuseppe Toja for Pig Magazine
The very first collection was FW94, SUBZERO WINTER. It was an male collection, made of 55 pieces in total.
55DSLs 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 such as surfer Joel Tudor, skaters Tony Hawk and Steve Berra and snowboarder Lukas Huffman.
In 1999, After 5 years of activity under Diesel, 55DSL span-off and started its own independent business unit in Balerna, Switzerland. The Company is artistically influenced and guided by the Creative Director; Andrea Rosso. Six later in the autumn of 2005 55DSL packed it's bags and said farewell to Switzerland and moved back home to Italy.
After some years, 55DSL evolved towards street / urban-wear as the true soul of the brand and is strongly linked to urban culture and the continuous search for contemporary trends.
55DSL is now a bridge 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.
Our core target is guys and girls in their LATE TEENS, EARLY TWENTIES (15 - 25), living in major metropolitan areas, with a DIY (do it yourself) attitude. 55DSLs mission is to become the most famous fashion option in street-wear. 55DSL is having fun, without being funny. Risking it all. A sexy brand made for young people, just trying to stay out of trouble. Influenced by sport and fashion. Inspired by the streets.