MUMBAI: Italian lifestyle brand Diesel, in partnership with Reliance Industries Group‘s Reliance Brand, has launched two of its first India stores. While one is located at Juhu, a suburb in Mumbai, the other one is at Palladium, High Street Phoenix.

Both the stores will feature the complete Diesel lifestyle - including apparel, footwear, intimate wear, timeframes, shades, fragrances and accessories as well as limited-edition products developed in collaboration with other brands. 
 
Diesel president and founder Renzo Rosso said, "I have always admired Indian people, they have an innate fashion taste and are very passionate about what they do. India has been one of our major destination for the last five years. We worked hard in order to find out the right location, the perfect time and the right partner to expand our brand in this country."

Within the next few months, Diesel plans to open stores in Bangalore, Delhi and Hyderabad.
 
Averred Reliance Brands president and CEO Darshan Mehta, "To launch one of the most iconic brand in contemporary fashion in India is the culmination of a dream and many months of painstaking but enjoyable work for my team and me. Diesel has spawned a genre of fashion that is an alternate to established luxury and in India it arrives to a throng of hungry fashion enthusiasts and a growing generation of cool consumers."

The brand that operates with the tag line ‘Be Stupid‘ worldwide, will continue to do so in India as well.

Happy is handling the brand‘s creative duties in India.