The cult-favorite denim brand Diesel proves their commitment to sustainability with the release of their new docuseries, Behind the Denim, premiering exclusively on Diesel’s social channels and website. The thematic focus of the series aligns with Diesel’s For Responsible Living Strategy, launched in 2020, which involved completely overturning their existing denim program. They implemented less impactful practices across their entire supply chain, from their fabric choices to denim treatments that address the garment’s full lifecycle. In just three years, the amount of Diesel denim crafted from organic, recycled, or regenerative cotton has grown from a mere 3 percent to over 50 percent.

The five-part docuseries, hosted by i-D’s vibrant Lea Ogunlami, takes viewers behind the scenes of sustainable denim production. The episodes delve into the various stages of the manufacturing process, exploring a regenerative cotton farm in Spain, an industrial denim laundry specializing in innovative environmentally-conscious techniques, and even one of Diesel’s storefronts in the fashion capital of Milan. 

Along the way, Ogunlami conducts interviews with key figures in the industry, including Diesel’s creative director Glenn Martens, Diesel’s Sustainability Ambassador Andrea Rosso, and Only The Brave Group’s Chief Sustainability Officer Sara Betteghella. “Is sustainability sexy?” Ogunlami asks. “What is a sustainability ambassador? Does anyone know what “circularity” actually means?” Their conversations offer crucial insight into the evolving landscape of the fashion industry, and spotlight Diesel as a leader in the realm of sustainable fashion.

‍