Diesel to launch baby clothing range in 105 UK outlets

Fashion brand Diesel is launching a range of baby clothes to cash in on the trend towards dressing babies in designer clothes.

The Diesel Baby collection comprises 26 items, including jeans, T-shirts and sweatshirts. It has been designed for babies aged between three months and two years, and the clothes will be sold in “pizza boxes” to add to their appeal as a gift. Prices will range from &£10 to &£15 for a T-shirt to &£50 for a pair of jeans.

The Diesel Baby collection will complement the Diesel Kids Collection, which was launched in 1984. It is available in 150 stores in the UK and the company plans to stock Diesel Baby in 105 of those outlets.

Diesel’s first television and cinema campaign for three years is expected to break at the end of the month, using the strapline “Diesel for successful living”.

The brand also runs a number of below-the-line campaigns, including Diesel-U-Music, which offers new bands the opportunity to showcase their music and meet record labels; and support for ITS Two, an award scheme for fashion students. The winner’s collection is then manufactured and sold exclusively by Diesel.

Diesel is working on a PlayStation 2 game, Devil May Cry. Characters in the game will wear Diesel clothing. The game also includes a secret wardrobe of Diesel outfits and a hidden Diesel bonus level.

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