Always behind Renzo- this Diesel die-hard has exceeded 140 characters being introduced to his eldest son Andrea and his passion that is driving FIFFTYFIVEDSL. I believe in our youth, developing their talents and fueling their fire to chase their individuality. This week I caught a few blown out waves with Maxime- Account Executive for 55DSL-East; followed by a full collection pre-view of Spring 2012. 

It was 1994 when Andrea launched his vision to empower the creative youth culture with a brand they could embrace and afford while maintaining the quality standards the Rosso family is committed to.  Originally a 55 piece capsule collection of sport meets street this Diesel descendent was able to stand on its own by capturing the “active hearts with a DIY attitude.” Growing up in the business An

Worldwide distribution has not diluted the fiftyfiveDSL brand, maintaining is exclusive {have if you’re in the know mentality} skipping the mainstream microphone it is being embraced on the streets and classrooms around the globe. With only one Brick & Mortar location in the US [281 Lafayette Street] in NYC attracts all the “cool” kids; an expression of freedom and style without being a walking billboard. From my own experience it’s when you find yourself that the labels of love retreat to the inside of your clothing rather than being slathered all over your chest. 55DSL female collection is required before the Italian duo DJ Giulia+Elisa Bee start scratchin’.drea was submerged in a world of textiles playing in his father’s warehouse with his brother Stefano. He packed up and left his small town in Italy to study at FIT in New York later and blew out West to Los Angeles where he discovered his ardor for action sports and became addicted to graphic art. Admiration for the talent; his biggest regret has been never learning how to draw. Instead he uses a needle and thread to transform one dimensional fabric into a 3 dimensional piece of art that you can live in. Art is a way of life, passion is a lifestyle and when you can connect the two to create a collection that inspires both; success is inevitable. Andrea wanted nothing more than to create a think tank to empower the young artistic community by seeking out emerging talent for collaborations. “Some call it risky, but he just calls it 55DSL- collaborations are changing the fashion landscape by interesting bringing true individuality, exclusivity and authenticity back into fashion.”- Andrea Rosso

is a collaboration project by selected international artists that have 55DSL’s blessing and full creative freedom to feature one of thier designs to be part of this limited production graphic tee collection; each shirt numbered 1 to 1,055.

<————————- Alex Trochut a graphic designer & illustrator from Barcelona creates eclectic work that is rich with elegant detailed executions; pursuing on ly the constant evolution of his art. “more is more”- Alex

Attention fighter jet pilots of the urban jungle, graffiti artists off Wall Street and sidewalk rap stars! Whatever drives and defines you, it’s too precious to change-so never give in to superficial trends and get the apparel that breathes your confidence and connects with YOU.”-FIFFTYFIVEDSL

        Lele Saveri -photographer

“What are you up to in San Fratello, Sicily? I’m doing a project based on the theme of fear and I wanted to take pictures of the religious festival which takes place on this small town. Historically,” Read the rest here and Watch Lele’s Movie NOW!

…its round two of 55DSL x adidas Originals as the Experience Enhancer Device II is now available. It is an adidas Originals jacket from the 80’s in honor of cinema’s most famous boxer, served as an inspirational jab for 55DSL.

“You can always seek guidance and direction in life from your star signs; maybe even have your palm read to see your future…but, let’s be honest-life is too intriguing, full of surprises and mysterious to spoil that way. Hold on tight, tie your hair back and dive right in! 55DSelle’s new collection takes all these elements of life and fuses together to create a confident style of sexiness, fun and inspirational design. Whatever turns you on in life, 55DSelle has you covered, looking hot and empowered for anything! Experience this collection, get inspired and feed your hunger for excitement… and finally NEVER LOOK BACK!”-FIFFTYFIVEDSL

 http://youtu.be/pnn9DFCxtuQ

As most of you know…if you follow regularly; I just picked up and moved to New York City to play in a bigger playground where I could find a few more people that could compete with my passion. Not knowing which brand is going to snatch your talent does not make packing a suitcase the easiest task. All the hoodies and bloglovin’ loungewear disappeared in order to get it zipped… until 55DSL hooked a girl up with the most comfortable gear I have ever kicked around in. While my fingers dance over the keyboard and epic beats kick through my 55DSLxZound headphones I am impressed. The quality is here- the price point is easy and the style is everything I expect from the Rosso family. I will never go back to the comfy’s I’ve left behind even if the line wasn’t made for me (I am old)- I can identify and appreciate everything it stands for.

This Spring ’12 Guys and Girls collection is completely fresh; if you though you new 55DSL be prepared to re-introduce yourself and get addicted. This Christmas could cause a serious epidemic of smiles with the young people in your life. I know my siblings are going to be stoked!  I am pumped… not selling you damn thing. Encouraging people to own themselves, ROCK their BAD-selves, express their artistic talent and follow their passion are characteristic in a brand I can get behind- the fact that it is already a family company that I support is icing on the cake. Here is a quick rundown of some of the collaborations they have done in the past straight from 55DSL’s mouth . Get rowdy and get inspired!

“Celebrating Fifteen Fucking Years in 2009 Adidas Originals came to play by collaborating on a Limited Edition shoe “The XV/55” in the iconic Adidas Nizza model (only 6,000 were produced) and Coca-Cola zero was in the design house with a new contoured Bottle Design Contest in Japan. 15 Designs were used to transform a coke bottle in to a limited edition “55DSL X Coca-Cola Zero” creation. One design was selected to make an exclusive skate deck that was only available in Japan 55DSL stores. Italian Designer Turbokrapfen designed a limited edition 10.55 tribute jacket for renowned DJ’s The Bloody Beetroots while the entire year was full of XV anniversary gigs in Los Angeles, Milan, Turnin, and Kobe. 555 pairs of Limited Edition Sunglasses were designed by Barcelona based Vasava including 1555 Senor Blanco. Art toys were created and distributed by Atom Plastic only to a few exclusive doors in New York, London, Milan, Tokyo, Fukuoka, Osaka and Bogota- Kid Robot stores in Miami, San Francisco, Los Angeles and New York. 55DSL x Dim Mak x Ferrino Survival Kit was created in collaboration with Los Angeles-based record label Dim Mak and Italian tent king Ferrino. Packaging designed by Dim Mak’s own Turbokrapfen.55DSL “-FIFFTYFIVEDSL

As an artist, earning a wall to transform into a piece your art is an experience for any record book. TempporArtMilan TemporArt gave T.O.D.O.S., a Spanish collective who draw their inspiration directly on the streets and bard of Madrid. – they got 55DSL walls to scribble on while Turbokrapfen, known for his explosive illustrative artwork christened 55DSL Hong Kong local. Pure admiration for the creative process Andrea and his team sponsor multiple snowboarding competitions, active in the skateboarding, motocross and surf and urban cultures.  At the 2009 Cut&Paste 2D Digital Design Tournament, winner Calvin Kwok, a young vibrant graphic artist from Hong Kong was selected to design a 55DSL capsule collection exclusively for YOOX.com. These are the ways 55DSL continues to show their passion for design and support creative freedom.

HOW TO GET YOUR GEAR…

You can buy the entire collection online because they ship to the US of A BUTT, I always recommend walking across a threshold. The 55DSL Fall ’11 guys collection is currently hanging in the San Francisco and Santa Monica Diesel stores in Cali. If you call New York home; I am! You can snag it at Diesel’s 5th Avenue, Union Square, and Lexington locations. Need a 360 degree FIFFTYFIVEDSL experience- Get your toosh to [281 Lafayette Street New York, NY 10012]. If you have epic waves rather then my blown out mess and in the 808; 55DSL graphic tee’s live in the Ala Moana & Waikiki Diesel Stores. Ladies, don’t get your panties in a bunch, this Spring the Girls Collection will also be available in Diesel-Santa Monica. In the mean time get online if you can’t get in a store. There are games, fonts, movies, and major random stuff that is hella cool on the 55DSL web world.

Now you know:  The 55DSL logo is inspired by the 70’s sports era with a 90’s flare. Being Renzo’s favorite number the negative space between the two five’s create the iconic angel symbol; representing a stylization of an independence movement. Skate, surf, shread,  mix, snap, create, chase, love and

 ………………..live at least 55 seconds a day!

PHOTO REPLY!

Written by: Casey Golden aKa The Butt Therapist 10.17.11

Lauren Shafer, head designer for Agave Nectar Collection has put together a Fall 2011 collection that has all the elements that make the seasonal transition exciting. This is Lauren’s first full collection after returning from her 16 year “stay at home mom” hiatus. Now that the kids are older Jeff persuaded her to return designing together as the denim duo has been unstoppable. Lauren is as fanatical about fit as I am. She is an expert pattern maker and this season she made all of her own first samples. The fall 2011 collection consists of over 17 different styles of both denim and denim alternatives that are made of the finest Italian fabrics. Leather jackets have been added to the collection this fall to layer over an assortment of Supima cotton knits and sweaters.

I had the opportunity to meet Lauren a few months back while I tried on a pair of killer pink skinny’s. It was my first fit test since the original launch of Nectar in 2007. Her pattern making skills are nothing to be taken lightly. She has managed to translate a fit that directly affects our first instance in a fitting room; when you twist your hips and look over your shoulder in the mirror. The curved waistband and pocket placement is one of my ultimate favorites across the board. The Nectar denim collection is strong in value, integrity, quality and design. The sizes run true and the fabrics feel absolutely amazing. While the colors are rich and vibrant I have found that the dye is holding up in the wash and my jeans have worn in nicely; exceeding my initial expectations. So, if 7 for all Mankind’s pockets are too low for you,  if Paige Premium Denim’s are to high or if AG’s are too large than you just might find that Agave Nectar is the perfect fit. I must have a pair of White Oak Selvage this year as a souvenir from my tour of the denim mill in Greensboro, NC earlier this year.

Lauren’s top picks for fall are:

Dark Denim in supersoft & superstetch fabrics that go through an “Ozone washing”process that uses less water in production.

The Gothic grape colored denim

Italian vintage cords are a season must in wine or soft blue

The Chica jegging  in black Italian velvet is perfect for the Holiday’s

Supima cotton sweaters in rich color tones make fall just a little bit warmer

“New Fall fits “Listo” and “Fortuna” slim fit in a medium higher rise trouser and the Fusta riding jegging is one of my favorites!”- Lauren

“Lauren has a thorough understanding of the essence of the Agave brand and lifestyle. She embodies the same passion for design as her husband, but had chosen not to work outside the home because of her commitment to her family, a struggle every mother faces. This new move will enable the husband and wife team to work together and build a stronger women’s and men’s product offering in the coming seasons.  

Lauren Shafer has been sewing since she was thirteen, designing and making her own clothes through high school and graduating from FIDM in 1982.  Before deciding to park her career to become a full time mom, Lauren racked up over 12 years as pattern maker and designer in both the women’s and men’s sides of the business. She co-founded BC Ethic with Jeff Shafer and Ty Bowers in the early 90’s. When the couples’ first son Jacob was born, Lauren cut back working until replacements could be found. However she never gave up her passion for design and kept busy with design projects both inside and outside the home.

“The time is right for me take this on and work with Jeff and the rest of the team. My boys are very independent and so far are not being affected by my absence after school, as they are so busy themselves.  I am enjoying letting my creativity and passion grow now that I have the time to design again. Jeff and I work as a great team together and I have always understood and shared the passion for the brand that he does,” says Lauren Shafer.

 Fall 2011 will be Lauren’s first full collection as designer and it encompasses many categories including denim, corduroy, cotton twills, knitwear, sweaters and leather pieces. She has experimented with the design and production team for this first season to create a collection that is choc-a- bloc full of luxury fabrics and color as well as style.  A woman who enjoys quality and looks for the confidence and effortless elegance in design will love all the Fall 2011 collection brings.  “My collection consists of wonderful pieces that I would love to wear.”- Agave Denim Press Release 9/2011 By: Zoe Campbell

View the entire fall collection at www.agavedenim.com

(Source: butttherapist.com)