Diesel JoggJeans are back with a breakout campaign that channels the essence of revolutionary denim.
Artist and Instagram iconoclast Doug Abraham (AKA @bessnyc4) unleashed his signature spliced transgressive work for JoggJean’s Spring/Summer 2015 Hybrid Denim advertising campaign. The result is a compelling visual statement that channels JoggJean’s hybrid DNA.
Graphic and bold, the image is inspired by JoggJean’s edgy hybrid fabric tailored for modern hybrid lifestyles. This technically advanced jersey-denim is woven from three threads, and can be treated like denim to achieve diverse dyeing, washing and distressing effects. Soft and comfortable as a pair of sweatpants with the high quality and durability of denim, JoggJeans are designed to be put through their paces. They are built for contemporary, multi-tasking, always-moving everyday lives.
Diesel first launched JoggJean’s technology in 2011, evolving and refining the fabric courtesy of its pioneer washes and treatments. Initially worn by customers with active lifestyles and frequent travelers, JoggJeans has now established a following by denim enthusiasts.
The Hybrid Denim campaign broke in London on March 2, followed by a rollout worldwide from March 16 with a widescale media campaign and a series of worldwide events.
Animation agency Reed and Radar created a film based on Doug’s striking work, which features a soundtrack from The Black Soft. Diesel’s creative director Nichola Formichetti will introduce the new Hybrid Denim film during his talk at the South by South West interactive, music and film festival in Austin, Texas later this month.
