Customising your jeans may not be new, but Italian denim label Diesel is taking this one step further with the launch of its Denim Master Studio in India. Responding to demand for exclusive products that don’t cost an arm and a leg, the new service lets you personalise any of its denims to better express your individuality.
At a recent event celebrating the launch of the Denim Master Studio and to see the customisation in action, I stopped by the sprawling Diesel store in Juhu and picked out a white denim jacket with leather collars to personalise with my own design.
On hand were hundreds of cool rivets I could use to personalise the jacket, including gold and silver stars, metallic studs in various shapes and sizes, as well as some in bright pops of pink and green. I personally loved the gold stars, which I added to the bottom of the jacket’s pocket. The rivets were then fixed in place with a specially imported machine by the helpful staff.
I then rifled through a selection of embroidered patches, and picked one with a retro rose motif (which I also added to the pocket) and another band-inspired one that I added to the sleeve. I also added three star patches just above to channel a military vibe. All these patches were glued in place with a hot iron press in a matter of minutes.
While the denim jacket by itself was a great looking product, the customisation added a whole new dimension to the plain white colour and gave it a serious dose of personality. By all accounts, it was very ME.
If you’re looking to add some personality to your denims too, head on over to the Diesel store and pick something cool out for yourself, then go crazy studding it up. Prices start at Rs 100 per rivet and Rs 500 per patch.
Diesel, Western Wind Building, Juhu Tara Road, Opposite Maneckji Cooper School, Santacruz (W), Mumbai.