Category: 55DSL
live for the kids
| March 3, 2012 | Filled under 55DSL, VIDEOS |
Live at least 55 seconds a day, an inspirational montra and an aspirational clothing line for the ones discovering themselves a little bit more everyday. “What do you get when you cross Caribbean attitude with Magnum P.I.? Caribbean P.I.! So ditch that lame Hawaiian shirt, slap on your aviators and grow in your ‘stache because the 55DSL S/S12 male’s collection is about to take you a stylish beach adventure. It’s irie, mon. Attempting to describe a girlin one word is like trying to climb Mount Everest in flip flops; In a nutshell: impossible. In fact the S/S12 55DSelle collection has been specifically designed around what we think is every girl’s natural right; to continuously play with different looks and never commit to one attitude!”-55DSL
It’s fresh, not overly commercial, made well and the collections got style even if you haven’t figured out your own yet. HELLO the price is even do-able on an allowance. It might teach you what a little hard work is worth or the pleasures of saving your pennies… either way 55DSl should be more known in junior highs.. no hall pass required “get yours”
Love,
The Butt Therapist
live 55 seconds a day
| October 18, 2011 | Filled under 55DSL, Diesel, VIDEOS |
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
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 direc
tion 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
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!
Written by: Casey Golden aKa The Butt Therapist 10.17.11
Does Gap have what it takes?
| August 16, 2010 | Filled under 55DSL, 7 for all Mankind, Abercrombie & Fitch, Aeropostal, American Eagle, Barney's New York, Bergdorf Goodman, Citizen's, GAP Jeans, GILT, Harrods, Hudson Jeans, JCrew, Lucky, Neiman Marcus, Nordstrom, Paige Premium Denim, Rich & Skinny,, Rock & Republic, Ruelala, Saks 5th Avenue, True Religion, William Rast |
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Good morning denim lovers, it is nearly 3am and I have written you a novel. David Moin wrote an article in this weeks WWD; about “Gap Gearing Up Denim” that caught my attention. Gap…denim… really; we are going to do this AGAIN? I am not convinced that Gap Inc. knows how to communicate their brand, differentiate their store experience or have a “real” relationship with their customer… who are they? J crew knows who they are and who their client is…Does gap have the right crew to pull off the gap brand being cool and return to be a closet staple like it was in the 90′s?
Personally, I am going direct here- let’s ask the questions; I have asked several kids, friends and even my own clients {what do you think about GAP} Some comments I may be playing devils advocate, than again, some may be right inline with my personal belief that fact is there are questions that need to be answered and considered. Enjoy….
What kind of shopping destination is Gap and would “you” ever go back?
The sales we saw last year in the 2009 during the retail meltdown gave everyone a chance to have designer goods for garage sale prices. Do you really want to give back the labels you love or have you begun a small, planned collection of love-able items in your closet…the yearly fashion bucket list I call it… I’ve got one! You just may haven’t actually wrote yours down. Go get a notepad…
Are people being “YOU” willing to pay full retail for Gap jeans @$59.50-$70.00 rather than hitting the killer sales at your favorite specialty store or much less skip the opportunity at Nordstrom Rack to score a pair of $200.00 designer jeans for sixty-five bucks? Who is the Gap customer; I don’t believe they know who their customer is nevertheless who to market to!
Another favorite Quote: “Prior Proper Planning Prevents Poor Performance” unknown
I am gonna break it down in “coffee talk”…quick!
Elementary School: Yes! Grade school kids are wearing designer jeans…It is common for kids to be rewarded with “socially coveted cloth” designer jeans for finishing their monthly book reading list. If you were to walk into an elementary school you would see, P.S by Areopostal ($29.50), abercrombie Kids ($32.00), and probably some Levi’s, a few randoms but that’s parents… not the kids! If you asked the kid, they would tell you what they like {they already know}. They might just be waiting for their older sister’s hand me downs. FYI:Older sister is cool- she’s wearing the cool jeans that she earns for doing chores and having good grades. If you ask the parents-it’s about money- but Gap jeans aren’t going to be cheap they are comparable. Every company should want to introduce their product and brand to a potential customer as soon as possible in order to develop brand loyalty and allow the brand to become part of the consumer’s identity. “lifestyle branding is beautiful” you’ve seen it at work; its like shaking Tinkerbell’s fairy dust on each person that walks in your store- a little magic”. How early….look at Baby designer jeans- Joe’s, Seven 4 all Mankind, True Religion, Levi’s Vintage, Diesel, little Marc Jacobs… heck- we’ve got DENIM Huggies!
Middle School:
6th graders- the babies on campus again; luckily they are starting a new team sport to help adjust and make some new friends. They are beginning to make decisions based on their ideal and start developing a personal identity and identify with brands, groups, and are striving for social acceptance. They most likely just got their first magazine subscription. Gap…where are you spending your advertising dollars? I can’t see Gap jeans being hotter than Abercrombie & Fitch in middle school; because the high school kids are wearing them and working in the stores-they’re “cool” kids. It doesn’t take rocket science to know middle schooler’s look up to older siblings, high school kids, and celebrities. Just like the incoming freshman want the designer jeans that are on the 11 and 12th graders… POCKET ENVY! The lifestyle branding VALUE kids get to feel accepted and confident is priceless. Have you been back there lately…it’s not pretty! No matter how much you develop a child skills, talents and value system, acceptance or lack there of at such a young age makes a difference in their confidence and motivation with their endeavor.
Alright, your 6,7,8 grader DOES NOT GO SHOPPING WITH THEIR PARENTS! The mall is like a big FREE babysitter! They even have security; “let’s call it multi-tasking for the mums and the “social time” for the kids. This is when shopping becomes a “hobby” or a way to “pass” the time. Going to the mall is about all they can do when they are not playing sports or doing homework. Kids are at the mall…shopping with their friends, hanging out and spending their parents money WITHOUT THEM. Is it a cool experience to go in to Gap? ya.. no. Turn the music up- incorporate a video arcade… dude- something to get these kids excited about being a part of your BRAND! Kids are amazing… I truly want like…a million! They are blank canvases just waiting for a killer sales associate to walk up and play dress up, show them how great they look in such in such brand of clothing and teach them a little bit of style. But instead… no one pays attention to the kids in the store… do they? Well, I do! I have had an entire 6th grade cheerleading squad come down to my store and do a little cheer ’cause they all shop with me. I am the ultimate big sister and I will adopt anyone that needs one. I think it is the coolest thing ever to have someone look up to you and a beautiful responsibility to show them how special they are; inspire them to want to do great things! p.s. I am not talking about dressing up little girls in mini denim skirts and ruffles. I am talking about taking an eleven year old that is shy or prissy and making her confident enough to rock the boys camo cargo shorts, a pink tank top, hoodie, ripped up denim jacket and flip flops – when all the other girls are wearing the denim mini skirts, make-up and tight tee-shirts “little kid sexy”. Which little girl is going to be stronger, self-confident, and find her own personal style and identity first?
Kids are also wearing at this point: Hollister, A&F, 55DSL, Lucky, and American Eagle, and breaking in to designer jeans like Seven 4 all mankind. Rock & Republic killed kids with POCKET ENVY; everyone learned about designer denim real quick!
Oh.. the dreaded HIGH SCHOOL: If you are sending your child out to war their freshman year without the damn pocket just get them a pair so they don’t have to deal with it! “go to the mattresses” Kids can be VERY cruel! So, give-in for them, just one pair that’s all it takes to be “accepted” into the club or should I say avoid being “rejected” from the clicks. At least they have 4 years to decide if they want to be friends with any of the other kids rather than it not being an option. First impressions go both ways! I would LOVE a brand to emphasize individuality and “secret” of the brand. Levi has remained true to the All-American lifestyle…so, far as Levi’s are neither coveted nor shunned with the youth age group.
We are in high school now and are parents may or may not wear designer denim but… I bet they do, because it took over the WORLD! If mom does, then daughter is stealing them or begging for more! Dad is going to buy them for his son-cake!
So, what is paired with every hoodie and henley in the halls… jeans! But, again are they gap jeans? Would they become gap jeans? Levis are just American- blank-accepted- and less expensive than the new gap jeans.
COLLEGE: If you didn’t get the magical cloth in high school well- YOU ARE GETTING SENT OFF TO COLLEGE WITH THEM! Why? because this kid is fed up with NOT having them in high school- sick of it! Are incoming freshman rushing in Gap jeans? When you have 7 days to show who you are and that you belong to a particular “social” group? NO! Hudson, Citizen’s, Rich n’ Skinny, Rock & Republic.. oh yea! Need a refresher from your SAT’s… Attorney is to suit as College student is to jeans; it’s a uniform people. The only difference is that these uniforms also serve as status symbols… I am not even going to start on Handbags!
COLLEGE: This is where your consumer learns about personal services available at Barney’s, Neiman Marcus, Forum Stores, SAKS 5th Avenue, Bergdorf Goodman, Harrods, “some” Nordstrom stores and the INTERNET groups like GILT and Ruelala. How’s your loyalty right now… gap- do you have any interactive college apps?
Now, all these kids are good kids, honor roll, driven, are/have great friends, confident, ambitious (they are going to change the world you know), and family oriented. But, our youth is our time to experiment, express, and decide who we are and mold who we are going to be- Seize the day! Fashion is the way we decide how we are going to start our future! You’ve heard it once, you’ve heard it twice…”everyone is in such a hurry to grow up”… are you still wearing children’s clothing?
So, you’re average college student buys: A&F, Hollister, AE, Levis, Seven 4 all mankind, William Rast, Urban Outfitters, Rock n’ Republic, XXI, Hudson…and hits up Nordstrom Rack FIRST! Gap— who is going to gap… there is no music, no service, no prints, “overpriced” basics and …no memorable lifestyle shopping experience? Personally, I am busy- and I don’t have time to go shopping if it is not going to be an EVENT or BLISS!
Post college: you’re BROKE! Thank god you stocked up on all your denim when you were in college… you’re starving now so, they all fit again! However, that first tax return they get for actually working an entire year is sooo… going to buy the newest hottest jeans in February! Although, graduation is only 5 months away from Christmas!
Thus far…baby gap is pretty strong, Toddler gap sizes definitely do-able, teen and young adult- NEEDS SOME WORK!
Addicted to denim... that’s us these days, always on to the next. The best, perfect pocket placement in a world consumed by pocket envy… or so, far beyond that it is just all about the butt! There’s the question [ding, ding, ding, ding, ding] Does gap have a better denim butt then Paige Premium Denim?
{to be continued}…
