Sabyasachi decodes the brilliance of Jeans Genius

It was a fashion dream come true moment for many at the LFW Summer/Resort 2016 second day. Armed with the mission to decode the ‘Jeans Genius’ and know the true essence and making of the brand ‘Diesel’, ace designer Sabyasachi Mukherjee took to the stage for a discussion with Renzo Rosso, the man behind the brand.

Renzo Rosso started his business as a 10-year-old. From his bedroom, with his mother’s machine, Renzo’s first jeans were sold for a mere $ 3. His initial job was to set the foundation for the brand. Renzo’s potential encouraged by Adriano Goldschmied, to partner with him thus leading to the birth of ‘Diesel’ on October 6, 1978.

Diesel was definitely an unconventional name for a brand but Renzo loved it and as he looked up to Levi’s, the grandfather of denim. The simple and short Diesel engine was the inspiration behind the name. And, Sabyasachi agreed it was edgy, cool and collective of the world’s imagination.

Sabyasachi revealed how Renzo hired people ‘with his heart and not his head’ to which Renzo added that he hired people from the vibe and sensation that he got from them. When asked how he would like to be remembered 50 years from now, Renzo promptly stated it was the brand that should be remembered for it credibility.

Renzo’s efforts were highlighted by Sabyasachi to support talent through ‘International Talent Support and the Diesel award’. Renzo emphasised that his philosophy was ‘being the consumer to understand the consumer’. To add a fun touch, Sabyasachi closed the conversation with a rapid fire round to decode Renzo Russo’s top favourites.