Diesel returns with a fresh set of episodes from Behind the Denim, the mini documentary series first introduced last year to spotlight its responsible denim production. This time, the focus shifts toward creativity and construction, building on the foundation of transparency already established. Hosted by Lea Ogunlami from I-D, the new series continues to ask smart, sometimes unexpected questions, starting with the deceptively simple: “What does circularity even mean?”
Through three episodes titled Heroes and Icons, Don’t Fall Apart, and Dish the Dirt, Lea brings her sharp wit and genuine curiosity to the people shaping Diesel’s approach to denim today. With appearances by Creative Director Glenn Martens, Diesel Sustainability Ambassador Andrea Rosso, and other longtime brand collaborators, the episodes dive into the practices that support denim with longevity, both as a product and as a culture.
The new episodes borrow their energy from early 2000s fashion news segments, keeping things loose and spontaneous rather than polished and scripted. That choice fits Diesel’s tone, which has always leaned into rawness and irreverence. It also sets the stage for real, practical insights about the denim pieces most people wear every day. According to the series, the average person owns six pairs of jeans, a number that carries real environmental weight when you consider global production.
Behind the camera, director Marco Proserpio and sustainability production agency Create Sustain help translate technical processes into accessible storytelling. The mood stays light, but the subject matter, circular fashion, garment longevity, and the intricacies of responsible design, keeps the conversation grounded.
Denim has anchored Diesel since its founding in 1978, when the label positioned itself against both conventional denim and the broader norms of luxury fashion. That outsider perspective still informs the brand’s tone and direction. From day one, the company has aligned with values of self-expression, freedom, and anti-conformity. Those same values shape its take on circularity today.
Glenn Martens brought new momentum to Diesel’s denim program when he took the reins as creative director. In 2020, the company launched the For Responsible Living strategy to give structure and purpose to sustainability efforts across all departments. One measurable result of this approach has been the shift in sourcing: four years ago, just three percent of Diesel denim used organic, recycled, or regenerative cotton. Today, that number has passed the 50 percent mark.
The original Behind the Denim series, released in 2024, helped make that change visible by tracing the product journey from raw material to finished garment. It followed denim through farms, mills, factories, and finally into consumers’ closets. The new episodes extend that conversation, focusing less on supply chain infrastructure and more on what keeps Diesel denim in rotation: smart design, strong construction, and useful care tips.
Diesel plans to release the new episodes on its social media channels and website. The format, tone, and platform choices reflect a clear intent: to communicate directly with the customer, without filters or jargon. That transparency aligns with the brand’s direction under Martens, who continues to push for accessible, responsible design without sacrificing character.
