If you’ve been hearing about Diesel more often, that’s no coincidence. Founder Renzo Rosso has been ramping up buzz around the brand he founded in 1978. First came a “knockoff” pop-up shop in New York, filled with intentionally misspelled tees and jeans. Today, Rosso announces the Red Tag Project, a three-part collaborative series with fashion designers in which each will design a capsule collection that riffs on Diesel’s denim and sportswear heritage. The first designer up is none other than New York’s own Shayne Oliver, né of Hood By Air and recently off a one-season collaboration with Helmut Lang’s new initiative.

“I love denim’s heritage and its American roots, as well as Diesel’s Italian core,” said Oliver in a release. “This capsule is really the language of Renzo, the brand founder. Refined razor-sharp denim aesthetics that devours the excesses of trendiness.” Oliver’s line will bear a special Diesel tag—red, of course—and be celebrated during Paris Fashion Week with a “commercial performative event,” as per press release parlance, on Saturday, March 3.

Diesel’s Red Tag Project promises even more disruption. “This is a vibrant moment for Diesel: We are working on a series of global initiatives, one of which is this [project] with the most groundbreaking and radical international designers, like Shayne,” said Rosso. “The new generations are excited and engaged by beautiful products that have a soul and speak the language of today.”

Check Vogue Runway after the event on Saturday night for a first glimpse of Oliver’s take on Diesel’s European codes.

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