Profile

Born in 1955, Diesel owner Renzo Rosso has injected the “55” from his birth year into every Diesel store phone number, maxed out sale prices at 55 percent, and named his company’s streetwear brand 55DSL. When the clothing line launched in 1994, it was a modest 55 pieces inspired by extreme sports like surfing, skateboarding, and snowboarding; today, the breakout collection has evolved into its own label, with stores in London, Tokyo, and, since 2007, Manhattan. The 55DSL style has grown up, too, maturing into a casual, urban sportswear line that focuses on hoodies, halters, graphic T-shirts, and colorful denim. About once a month, DJs come into the Soho store and set the scene for free public parties. — Rachel Corbett