Earlham Street is home to the UK Flagship store of leading Italian denim brand Diesel.

When Diesel was established as a denim brand in 1978, Renzo Rosso’s vision didn’t end at indigo treatments and washes, it extended to a lifestyle expression.

Although Diesel has been paving the road for denim trends since, delivering a dazzling array of jeans in innumerable fabrics and styles that have innovation and heritage at their core, its attitude has also expanded to encompass every aspect of modern life. From distinctive apparel to accessories and underwear, Diesel has you covered every step of the way.

There’s a story in every Diesel creation that takes new concepts and juxtaposes it against classic ideals. With rock ‘n’ roll, utility and sports in its DNA, Diesel uses denim, leather and bold graphics as its foundation and builds on it with innovation, trend and passion. This expertise also flows into other collaborative aspects, including brand extensions of fragrance, watches, eyewear, furniture and children’s wear all of which bind with leading industry players.