Usually, as companies grow we see a tendency for them to react slowly to changing trends, but Diesel is one of those rare companies that gets better and more innovative with age. To prove our point the Diesel Creative Team has created "Flash For Fun", a line of glow-in-the-dark apparel that includes jeans, tees, sneakers and underwear.
The line was conceived for those who play hard day & night, 24 hours non-stop, without taking the time to change in between. Instead their clothes change for them bringing a chameleon culture to fashion.
All the garments have been treated with a special flourescent coating meant to be glaring under UV lights. This makes them discreet during the day, but then hidden graphics and stitching are revealed at night. On men's denim, an oriental dragon is revealed on the back pocket and on women's denim, either a disco ball's mini-mirrors are revealed or earphones in a trompe l'oeil. Tees and tanks reveal "the nocturnal alter egos' of clubbers' day looks with irreverant slogans that gleam against the dark backdrop of the club". And can you imagine the fancy footwork possible with glow-in-the-dark denim sneakers or the surprise your partner will get when you drop trou to reveal glowing undies.
We expect people to have a lot of fun with this. The line is expected to launch this Fall 2009.
- Hussein Chalayan for J Brand Denim
- Jessica Stam for Rag & Bone