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In the United States, Diesel is the most sought after lifestyle brand among young metropolitan consumers. Diesel Eyewear has been expressing their original and aggressive fashion message through creative designs, along with its unique advertising and retail environment. This is really important for Diesel to gain popularity and loyalty among its customers. Says Safilo USA president and CEO Claudio Gottardi, Diesel customers want to incorporate the attitude of the brand into their lifestyle. And Diesel collections are always answers to such a requirement.

In fact, Diesel Eyewear is only one brand under the Safilo Group. Launched in the United States, the Diesel ophthalmic collection is aimed to target urban men and women ranging from 16 to 35. In a normal way, the Diesel ophthalmic collection follows the edge signature style, which is the symbol of the Diesel brand. And there are mainly seven frame styles under this collection. One is plastic, three metals and three combinations from plastic and metal.

Within this new collection, there is a major focus on dynamic frame colors. The most outstanding examples are those double laminates, such as azure/lilac, blue/yellow, red/violet and wine/horn. Moreover, acetate temples in pale shades are equipped to metal frames. When it comes to the Diesel logo, some of the styles have “D” logo on the temples in coordinated colors and on the metal end pieces. What’s surprising, all frames within the Diesel ophthalmic collection are rectangular in shape.