Diesel Powered

Sometimes the opening acts are bigger than the main event.

While we’d never say that 55 DSL is stealing thunder from its parent brand Diesel, the powers that be have agreed it was time that 55 DSL got a home of its own.

55 DSL’s new stand-alone flagship opened recently at the crossroads of SoHo and Nolita with the decibel of a whisper. Like the fashion housed inside, the store’s aesthetic fuses simplicity with a street vibe in the form of a white exposed brick space. With gleaming surfaces and a roof skylight, the place feels like a mechanic’s garage post “Extreme Makeover.”

Avant-garde rock infused duds and denim are best left to Diesel, so what you’ll find here is lighter fare that’s still edgy enough to bear relation to Italy’s leading denim brand. Think color-coordinated, ultra-soft logo and punk graphic splashed tees, sweats, and polos, make up a majority of the store’s inventory, but don’t overlook the ample styles of trendy (and totally reasonable) shades.

When combined, the look is a lot like a diesel engine: Sensible, hot, and loud enough to turn a few heads.


55 DSL
281 Lafayette (at Prince Street)
Tel: (212) 226-5055
55dsl.com