Steve Aoki to Be Face of Diesel’s New Watch Collection

Steve Aoki has snagged his newest fashion industry partnership.
The electronic dance music producer and DJ will become the watch ambassador for Diesel, serving as the face of the brand’s first transparency watch collection, which is launching today.
Last year, Aoki teamed with Asics to serve as a brand ambassador and footwear designer. This supplemented the Dim Mak fashion and lifestyle label he created more than a decade ago and his partnership in Vision Street Wear.
The deal with Diesel is intended to promote the new blue transparency watch line, the inspiration for which was drawn from the indigo dyeing of jeans, a hallmark of the brand. The new watch collection displays cream details on the dial that are inspired by the stitches used in denim, and cases and straps that fade from blue to crystal clear.
Andrea Rosso, creative director of licenses for Diesel and son of founder Renzo Rosso, said he’s known Aoki for a while and believes he and Diesel “have something in common. He never stops, he’s a manic guy; I’ve never met a guy who can do so much. And at Diesel, we never stop either. His style and his sense of aesthetic perfectly match the design and the clashing

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