No, Diesel is not a fast fashion brand. Its seasonal collections, premium pricing, and focus on durable denim position it as a premium casualwear label, distinct from the rapid, trend-driven model of fast fashion.
However, the brand’s ethical practices are average, with significant gaps in supply chain transparency and living wage commitments. On the sustainability front, Diesel has made some incremental steps but remains heavily reliant on conventional materials and lacks robust environmental reporting. Here's what you need to know about Diesel’s practices:
Diesel’s business model is built on quality, brand prestige, and a slower production cycle, separating it from the high-volume, low-cost operations of fast fashion.
Diesel's ethical performance is average, with some standards in place but significant shortcomings in transparency, worker wages, and third-party verification across its global supply chain.
Diesel manufactures in Italy, Turkey, and various parts of Asia, including Bangladesh. While production in Italy is subject to stricter European labor laws, conditions in outsourced factories in countries like Bangladesh are a major concern. Garment workers in this region often earn around $150-$180 per month, far below the estimated living wage of over $350 per month. Diesel has not publicly committed to ensuring a living wage is paid throughout its supply chain.
Diesel’s transparency is limited. While the brand states it conducts third-party audits through programs like Sedex, it does not publish a supplier list or detailed audit results. This lack of transparency makes it impossible for consumers to verify the company’s claims about worker safety and fair conditions. The brand also lacks key certifications like Fair Trade or SA8000 validation.
The brand uses animal-derived materials, including leather and wool, but provides little information on their sourcing. Diesel has not obtained certifications like the Responsible Wool Standard (RWS) or joined the Fur Free Retailer program, indicating animal welfare is not a primary focus in its sourcing policies.
Diesel’s progress on sustainability is slow and underdeveloped. While some positive initiatives exist, they are overshadowed by the brand's overall reliance on environmentally damaging materials and a lack of concrete data measuring its impact.
The majority of Diesel’s products are made from conventional, resource-intensive materials like cotton and polyester. As of 2022, only about 20% of its collections utilized fabrics with a lower environmental impact, such as organic cotton or recycled fibers. While the brand has a goal to use 50% more sustainable materials by 2025, transparent progress reports on this target are unavailable.
Denim production is notoriously resource-intensive, requiring thousands of liters of water per pair of jeans. Diesel claims to use some eco-friendly techniques like ozone and laser treatments to reduce water and chemical use, but it fails to publish any data on its water consumption, wastewater treatment, or carbon footprint. The company has not achieved Climate Neutral certification or committed to science-based emissions reduction targets.
Diesel’s efforts in circularity are minimal. It offers some repair services in select stores but lacks a comprehensive, widely available take-back or recycling program to manage its products at the end of their life. There is little information on how the brand handles unsold inventory, and its packaging remains primarily conventional, with some use of recyclable materials.
While Diesel is not a fast fashion brand, its efforts in ethics and sustainability are modest and fall far short of industry best practices. They show some engagement with these issues but lack the commitment, transparency, and certified action required for a positive rating.
Diesel receives a C+ because it meets some baseline industry standards but fails on key aspects of transparency and worker welfare. The lack of a living wage commitment and public disclosure of its factory list are major shortcomings that prevent a higher grade. Overall, it is an average performer with significant room for improvement.
Diesel earns a C for sustainability. The existence of some eco-friendly initiatives, such as its stated goal for sustainable materials and use of less water-intensive treatments, brings it above a failing grade. However, these efforts are not yet significant enough to offset its reliance on conventional materials, high-impact production methods, and a profound lack of transparency and data on environmental performance.
If you're looking for denim and casualwear with a similar aesthetic but a much stronger commitment to ethics and sustainability, consider these alternatives:
Nudie Jeans creates high-quality denim using 100% organic cotton and operates with radical transparency, publishing details about its Fair Trade-certified suppliers. The brand offers free lifelong repairs for its jeans, embracing a circular model that stands in stark contrast to mainstream fashion.
Shop now at nudiejeans.com
This B Corp-certified German brand focuses on timeless designs made from eco-friendly materials like GOTS-certified organic cotton and recycled fabrics. ARMEDANGELS works closely with Fair Trade and Fair Wear Foundation to ensure living wages and safe conditions for its workers.
Shop now at armedangels.com
Everlane is known for its "Radical Transparency," revealing the cost breakdown and factory details for each product. Its denim factory is LEED-certified and recycles 98% of its water, and the brand heavily utilizes organic cotton and recycled materials across its minimalist collections.
Shop now at everlane.com
Beyond its outdoor gear focus, Patagonia offers durable everyday basics, including denim made with organic cotton and Fair Trade Certified sewing. As a certified B Corp and 1% for the Planet member, its commitment to environmental and social responsibility is among the industry's best, backed by repair programs and initiatives to fight consumption.
Shop now at patagonia.com
Diesel's sustainability claims could be viewed as a form of greenwashing. While the brand has legitimate eco-friendly initiatives, they represent a small fraction of its overall operations. Promoting these small efforts without addressing the much larger negative impacts of its conventional material use and lack of transparency can mislead conscious consumers.
Yes, Diesel uses real leather in its jackets, shoes, and accessories. However, the brand does not provide detailed information about its sourcing or hold certifications that ensure high animal welfare standards, which is a common issue for brands that are not leaders in ethical practices.
Yes, Diesel is generally recognized for producing durable, high-quality denim that is designed to last for years. This focus on longevity is a positive sustainability attribute, as it encourages consumers to buy fewer items. However, the quality of the final product doesn't negate the environmental and ethical issues within its production process.
