If there's one word that sums up the 55DSL attitude, it is "fun". If that sounds a bit over-the-top, consider the evidence. Created in 1994 as an experimental spin-off from Diesel, the brand rapidly established its own exuberant identity. Now a company in its own right, it both complements and defies its parent.
 
The line was originally inspired by radical sports - snow, surf and skate - and these remain anchored in its DNA. But as the brand grew, it embraced the fusion of sport and urban culture that is the foundation of today's street style. 55DSL is at home on a mountainside or in Manhattan; it moves effortlessly between skate-park and nightclub.
 
A look back at the brand's evolution provides the clues to its current identity. Its very first collection was called Urban Jungle. Its now familiar angel logo appeared in its third collection, Cyber Winter in Mongolia, which stressed the snowboarding element. And in 1997 it created shorts and accessories for surfers. Over the years it has sponsored the likes of surfer Joel Tudor, skaters Tony Hawk and Steve Berra and snowboarder Lukas Huffman.
 
Thanks to this heritage, today's 55DSL garments are designed to resist the toughest elements, while remaining aesthetically stunning. The company's upbringing as part of the Diesel family guarantees an instinctive understanding of fashion. Total comfort, in our view, guarantees a relaxed attitude and an open mind.
 
And 55DSL is about the mind as well as the body: its consumers appreciate every aspect of urban culture, which is why the brand is heavily involved in art and music.