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 estabilished its own exuberant identity. Now a company in its own right, distributed worldwide with a strong presence in Japan, Italy, UK, Benelux and USA, it both complements and defies its parent. Driven by the action sports arena, it has evolved to become a lifestyle brand, influenced by graphic design, urban culture and music.

In a way, the Company has a pact with its consumers: they provide their loyalty, and 55DSL provides tools that help them enjoy their lifes to the full. Our slogan sums it up. Live at least 55 seconds per day: life moves pretty fast, so grab a slice while you can. It's not rocket science but it makes sense to us!

55DSL.com