Lee and Diesel launch capsule collection under Diesel Loves program

Denim giants Lee and Diesel have teamed up to launch a global capsule collection, under the new Diesel Loves program. 

Dubbed ‘Diesel Loves Lee’, the capsule features a collection of jeans crafted entirely from fabric sourced from the brands respective unsold stockpiles. Artisanally conceived, each capsule jean either has Diesel denim on front and Lee on the back, or vice-versa. 

The partnership was first announced in December and was followed by an exclusive preview in Europe and Japan. 

“Lee is proud to be part of this transformative initiative; it’s a reflection of our shared commitment to driving meaningful change by uniting our expertise,” said Simon Fisher, managing director of Lee Europe. 

“Through this capsule collection, Lee and Diesel redefine competition by prioritizing innovation. By joining forces, we harness our collective strengths to lead by example, one denim at a time.” 

The capsule required significant development to seamlessly integrate various fits, treatments, and sizings, resulting in two men’s straight fits and two women’s boot/flare fits. Each piece features customized trim and unique details, including raw-cut and needle-stitched side seams, reflecting the combined heritage of Diesel and Lee.

The denim collaboration marks the first chapter of the Diesel Loves program, which aims to foster purposeful brand partnerships and address the challenges of overproduction in the fashion industry. 

“It’s easier to create something new than it is to repurpose a garment, especially when customers want it to look exactly like they do online,” said Glenn Martens, creative director for Diesel and the creator of Diesel Loves Lee. 

”The small things you do can go far and deep. Diesel Loves Lee is the ideal opening act for our continuous call to action with Diesel Loves Lee. Two denim giants, often selling the exact same product with different logos, dropping our weapons and teaming up to address overconsumption and make something good and beautiful.” 

The limited-edition capsule will be available in select Diesel and Lee stores worldwide, as well as on each brand’s respective websites. The suggested retail price for the denim pieces is 350 euros.