I have always been an impatient person — though with the Internet at my fingertips, having to wait is becoming more of a rarity. Well, recently I’ve been waiting and waiting for a first look at the 55DSL summer collection. It came out today, and I’ve known for weeks it was coming out today. That did not, however, prevent me from checking the 55DSL site every day in search of some teasers. There were few — but, as always, 55DSL was worth the wait.
After celebrating its fifteenth anniversary last year (in conjunction with Diesel’s thirtieth!), 55DSL is better than ever. Starting with sports fashion, Andrea Rosso, the creative director, came up with 55DSL-sponsored snowboarding and skateboarding teams, catering principally to that crowd. Now, though, 55DSL is a streetwear brand — and although sports will always be a big part of its aesthetic, it doesn’t focus solely on athletics anymore.
55DSL continues to blaze new trails in the look book released today. You could, in fact, use it as a how-to for creating the ultimate look book. Following the lead of the decidedly minimalist Marc Jacobs campaigns of recent years, many houses have attempted to showcase their lines similarly — but there is a fine distinction between minimalist and dull. Unfortunately for labels that aren’t able to have Juergen Teller shooting for them, it’s generally not going to work. But 55DSL chose not to go down that well-worn path — instead, its campaign is like a (slightly psychedelic?) explosion on the page, and you can see a coherent story running throughout. The clothes are perfection, and Rosso has proven, once again, his genius at creative direction.
Check out 55DSL’s Summer 2010 collection online here
