Be stupid, wear Diesel; it's different!

Rejoice! We now have Diesel in India. Wait, don't frown and ask, "so"? It doesn't mean hurrah for the fuel outlets and vehicle owners, it spells good news for you, fashionistas. After making you almost go wild with the titillating the Be Stupid ads popping out of anywhere to test your patience level, the wait is finally over. DIESEL, the iconic Italian lifestyle brand has inched closer home for your convenience and will be soon available in major Indian cities.

Born as a denim brand, premium casual brand, Diesel, is fashion forward for the über cool suave urban connoisseur. Diesel is launching 2 stores in Mumbai this month in partnership with Reliance Brands Ltd, a part of the Reliance Industries group. Over the next few months, it promises to spread over to Bangalore, Delhi and Hyderabad, with one store each in these metros.

"Diesel has spawned a genre of fashion that is an alternate to established luxury and in India it arrives to a throng of hungry fashionastas and a growing generation of cool consumers," said Darshan Mehta, President and CEO, Reliance Brands.