What do you get when you cross a highly conceptual, super inventive design duo with an influential premium denim brand? Yeah we don’t know either, but we’ll soon find out.  Diesel head, Renzo Rosso, has purchased a majority stake in Dutch fashion house Viktor & Rolf through his Italian holding company Only The Brave. The deal will allow Viktor & Rolf to expand the brand by opening five stores over the next five years and adding additional product categories.  The two brands have been in talks since 2006 and according to Rolf Snoeren;

"We needed to team up with a strong partner to realize our dreams. It’s
like a marriage. You have to be sure you have the right partner. What
we like most is [Rosso’s] openness toward creativity and
out-of-the-box thinking." 

Viktor & Rolf will be added to a growing portfolio of diversified brands controlled by Rosso such as  Martin Margiela, Sophia Kokosalaki, DSquared and Vivienne Westwood.

“Viktor and Rolf represent one of the highest luxury brands of our group: a new, modern and innovative design, detaching itself from the fashion establishment – something I love" -Renzo Rosso