Interview: Renzo Rosso
Lifestyle brand Diesel has become the official style partner for legendary Italian football club AC Milan. The partnership will last for at least the next 3 years.
Since its founding in 1899, AC Milan has won 18 League Championships, 5 Italian Cups, 7 Champions League, 2 Cup Winners’ Cup, 5 European Super Cups, 3 Intercontinental Cups, 6 League Super Cups, 1 FIFA Club World Cup.
ESQ: Are you a football fan? What was the last game you saw?
RR: Yes I have been a real football fan since forever, football is a big part of my life. The last game I saw was last Sunday in Milan, it was AC Milan versus Sassuolo. Milan won the match.
ESQ: What qualities do you think Diesel shares with AC Milan?
RR: They are two Italian icons, each with its own global presence, they share many of the same values like team spirit, brave attitude, and always the will to win. And we both have an unconditional passion for the sport itself, a passion Diesel and AC Milan have lived throughout their entire path, in their respective fields and that has always driven them in reaching new heights.
ESQ: Do you have ideas on what you will be creating/styling for each player?
RR: At the moment we are working to develop an innovative and revolutionary concept for the category, we want to be remembered as the ones who create a new uniform something actually more like a non-uniform for this category. We also want to think how to dress every single player in their private life, adapting our garments to their daily needs.
ESQ: Are there any players you think that already has stand out style?
RR: AC Milan has now a very young and outstanding team: beautiful guys, good shaped bodies. Easy to work with all of them.
ESQ: Can you play football? Have you had a kick around yet with the players? Will you be?
RR: Yes I can, I play football every Sunday together with my sons and friends. I have not had yet a kick around with the players but I hope it’s going to happen very soon. Meanwhile, I keep on training myself.
ESQ: Could any of the players be unveiled in the next ad campaign?
RR: Behind every creative decision, there’s Nicola Formichetti, Diesel’s artistic director who’s still working on the next campaign as we speak. It will unveiled in February, stay tuned!
ESQ: What other sports do you enjoy playing and watching aside from football?
RR: I enjoy a lot of sports, I like mountain bike, snowboard, surf, Pilates and yoga.
ESQ: Would you never try and make a play for the official kit design?
RR: It’s our first time we do such a collaboration so we want to learn and leave a sign.
ESQ: Do you think Vincenzo Montella is a good manager? Will he be wearing Diesel also?
RR: Yes I think he’s a good manager, I have a personal relationship with him, and he’s also a Diesel lover since a longtime so, beside the collaboration, he’s already wearing our products.
ESQ: What can the Middle East market expect to see from Diesel over the coming seasons?
RR: We will keep on training our staff there to increase our expertise in all the area. The Middle East market is crucial for us, we will officially present the new uniforms in Doha at the occasion of the Super Cup.
ESQ: Are jeans the most important item in a man’s wardrobe?
RR: Jeans today are in every wardrobe because it means comfort, freedom, weekend, blue sky, green garden. That’s why the denim can be old but always represent the present.
ESQ: What are your favorite pair of jeans? The cut, the style, the denim.
RR: Today our most innovative product is Jogg Jeans. We invented it and we keep on adding innovation and research to the full category.