Diesel have unveiled Nicola Formichetti's first denim and leather collection for the brand, which fuses a raw and anarchic aesthetic across hand-crafted jeans, western-inspired shirts, leather-edged jackets and vests - all of which pay homage to the brand's design DNA.
Patchworking their 35-year heritage, the DIY-style pieces are accessorised with bottle tops and studs, and decorated in American Eagle-style cloth patches - the sort you see stitched on to the jackets of heavily tattooed rock 'n' rollers riding Harley Davidsons.
To launch the collection, Diesel collaborated with SHOWStudio's Nick Knight to create a campaign based entirely around creative discovery and the online social world.
Following the core handmade theme of the collection, all images were shot using only an iPhone camera, and later distorted using Glitché and Mega Photo picture apps.
Hashtagged #DIESELTRIBUTE, the campaign includes Tumblr GIFS, Instagram shots and a behind-the-scenes video, watch it below.