Diesel, the iconic Italian denim and lifestyle brand, has opened its latest store at the Mall of the Millennium in Pune, marking another milestone in its expanding presence in India. Brought to the country by Reliance Brands Limited, the new store introduces Pune to Diesel’s bold spirit, rebellious denim, and fearless fits that have defined the brand globally for decades.

Founded in 1978 by Renzo Rosso, Diesel established itself as an alternative jeans brand from Molvena, Italy, known for its daring design, innovative washes, and an irreverent ethos that challenged fashion conventions. Today, under the creative direction of Glenn Martens, Diesel has evolved into a global lifestyle label offering apparel, accessories, footwear, fragrances, watches, and even interiors through Diesel Living, while remaining rooted in its premium denim heritage.

The Pune store offers a curated selection of Diesel’s signature denim lines, statement jackets, graphic tees, footwear, and accessories, infused with the brand’s distinctive craftsmanship and avant-garde detailing. Globally, Diesel continues to position itself as an “alternative luxury” brand, blending provocative campaigns, edgy storytelling, and quality craftsmanship that resonates strongly with fashion-forward and individualistic consumers.

In India, its partnership with Reliance Brands Limited has enabled Diesel to strengthen its footprint and bring global collections closer to local shoppers. The announcement of the Pune store launch was officially shared on LinkedIn by Mall of the Millennium, highlighting their excitement at hosting a brand that is bold, iconic, and a perfect fit for the city’s evolving fashion landscape.