Diesel Finds New L.A. Home

Diesel U.S.A., the ultra-hip denim retailer headquartered in Italy, has moved its sales office from New Mart showroom #901 to 662 Robertson Blvd. in West Hollywood.

The company’s objective was to make a destination point for buyers, said Paul Witt, associate marketing director for Diesel U.S.A.

The alternative brand’s West Hollywood presence will function on many levels for the company, including product placement, editorial and events. Witt said in addition to facilitating a wholesale department, the office will also serve as the company’s West Coast public relations office. “We’re working on building our presence on the West Coast and we thought this would be the perfect place,” he said.

Diesel currently has four California stores, in Santa Monica, Costa Mesa, Los Angeles and San Francisco.

Witt said the company plans to open a new Los Angeles location within the next two years. The company recently announced the opening of two more stores in the U.S.—one will open this month at the Cherry Creek Mall in Denver, and another in the fall at New York’s Union Square.—Claudia Figueroa