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55DSL

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, 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 provde their loyalty, and 55DSL provides tools that help them enjoy the lives to the full.

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