Diesel Rocks Out At “Our Glory” Launch

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On Thursday, March 22, the rock band PAPA, who are currently on tour with the Temper Trap, played a special in store set at Industrie Denim to kick off the launch of Diesel’s “Our Glory” men’s denim collection.

PAPA kept the crowd, consisting of the who’s who of the San Francisco nightlife and media, buzzing as attendants such as 7×7 founder Heather Hartle and Sugar Inc’s Julia Walsh sipped cocktails from SpiceBox, LuLu B and Trumer & Fentimans.

Hosted by Jared and Steve Riviera, guests meandered through the store looking at the “Our Glory” collection, which draws inspiration from the 90’s and 50’s work-wear.

The production process of “Our Glory” denim is unique, the fabric is made up of vegetable indigo and shuttle looms providing a narrower touch compared to commercial denims.  Found in other Diesel lines such as “Our Gold Digger,” “Our Nomad” and “Our Safado,” the fabric is imported from Japan and Italy.

The new “Our Glory” collection will be sold exclusively at Industrie Denim and American Rag Cie.

Notable guests to the rocking launch include Apartment 24’s Erin Hiemestra, Styleniks’ Kristen Philipkoski, Nate Valentine, Demetrius Chapin-Rienzo, ShopSweetThings’ Jeanne Chan and Doug Dalton.

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