Diesel introducing Diesel Black Gold

Jeans and casual wear company Diesel has introduced a new luxury sub-brand called Black Gold to its fashion lines. Designed for both men and women and launched for autumn 2008 at New York Fashion Week in February 2008, Diesel Black Gold, a self-standing, casual-luxury collection, will compete above the mainline and sell alongside luxury denim range Diesel Denim Gallery.

With 30 stockists already signed, Black Gold will have a separate distribution to the mainline.

The exciting new sub-brand will be exhibited at trade fair Premium in Berlin next February and will be shown on the catwalk at New York Fashion Week. The new line will then develop into shoes, bags and other accessories bearing the Diesel Black Gold label from spring 2009. The newly conceived men's and women's line has been created to meet a growing market demand for individualism in design, said Diesel.

Headed up by the house's creative director Wilbert Das, it is said to "boast fashionable pieces, refined fabrics, unexpected detailing and special treatments". "We were pioneers in introducing premium denim to the luxury world and now we are ready to define a new concept of prêt-à-porter," said Renzo, Diesel's president and founder.

The collection will bear its own unique tag featuring gold lettering on a black backdrop. Price points for jackets range between 220 and 600 Euro's, while T-shirts will range between 50 and 150 Euro's.

Diesel Black Gold, which joins the already existing Diesel Denim Gallery as well as the main Diesel collection, will be distributed in its own premium flagships, select department stores, independent contemporary stores, and online retailers. Overall, the collection will be available worldwide in about 850 wholesale contemporary points of sale and 150 premium Diesel stores.