Italian jeans label Diesel is coming to Bond Street. Founded by Renzo Rosso, the label is now being marketed as a high-end brand, with two collections having been shown on the catwalks in New York. The new store will be located on the corner of New Bond Street and Grosvenor Street.
“London for me is a great example of how Diesel is moving forward,” Rosso said in a statement. “The opening of Bond Street is for us the next official step into what I call the primiumisation of casual wear.”