“Live at least 55 seconds per day”

If there’s one word that sums up the 55DSL attitude, it is “fun”. If thatsounds a bit over-the-top, consider the evidence. Created in 1994 as anexperimental spin-off from Diesel, the brand rapidly established its ownexuberant identity. Now a company in its own right, it both complements anddefies its parent.

The line was originally inspired by radical sports – snow, surf andskate – and these remain anchored in its DNA. But as the brand grew, itembraced the fusion of sport and urban culture that is the foundation oftoday’s street style. Like its core 18-to-30-year-old customers, 55DSL is athome on a mountainside or in Manhattan; it moves effortlessly betweenskate-park and nightclub.

A look back at the brand’s evolution provides the clues to its currentidentity. Its very first collection was called Urban Jungle. Its nowfamiliar angel logo appeared in its third collection, Cyber Winter inMongolia, which stressed the snowboarding element. And in 1997 it createdshorts and accessories for surfers. Over the years it has sponsored thelikes of surfer Joel Tudor, skaters Tony Hawk and Steve Berra andsnowboarder Lukas Huffman.

Thanks to this heritage, today’s 55DSL garments are designed to resist thetoughest elements, while remaining aesthetically stunning. The company’supbringing as part of the Diesel family guarantees an instinctiveunderstanding of fashion. Total comfort, in our view, guarantees a relaxedattitude and an open mind.

And 55DSL is about the mind as well as the body: its consumers appreciateevery aspect of urban culture, which is why the brand is heavily involved inart and music. As demonstrated by its provocative but good-humoredadvertising campaigns, 55DSL is keen on self-expression in all its forms.

In a world where social networking is an accepted part of urban lives,55DSL promotes inclusiveness. From the laid-back look of its stores to itsunrestrictive, wearable clothes, it aims for maximal comfort and minimalfuss. Consider what happens on the edge of a ski slope or a dance floor: it’s all about camaraderie. The participants may consider themselves radicalfree-thinkers, but they’re rebelling together. This is not an elite club:you just have to get it to get in.

In a way, the company has a pact with its consumers. They provide theirloyalty, and 55DSL provides tools that help them enjoy their lives to thefull. Our slogan sums it up: “Live at least 55 seconds per day.” Life movespretty fast, so grab a slice while you can. It’s not rocket science, but itmakes sense to us.