There would have been a lot of people to photograph at Diesel’s giant Sanlitun Village North shop opening the other night, but unfortunately I forgot to recharge the battery in my camera. It was a busy day at the magazine and my mind wasn’t on Stylites.
I did get to meet Diesel’s founder and CEO, Renzo Rosso.
He is predictably bullish about China, citing 25% year-to-year revenue growth and plans for opening several new stores. Rosso, who still lives in his hometown of Breganze, Italy, also the headquarters of Diesel, is quite laid-back, though he says he feels much more comfortable in Shanghai than Beijing.
My friend Einar had on Diesel sneakers and he proudly reported to Rosso that he had been wearing them for nine years. Glancing at the beat-up but sturdy things, Rosso responded that Einar would be wearing a new pair if his company had done a better job on marketing. Perhaps the owner of Crockett and Jones or Gaziano and Girling would have offered a free resoling enabling them to be worn for another decade.