Made by MENDOAbout the books
Who will recognize a great book better than a bookstore? A bookstore run by graphic designers. Here’s why: at MENDO we get market feedback seven days a week, we are blessed to be surrounded by a bunch of talented, inspiring people – photographers, writers and publishers – and after being a bookstore for more than 15 years, we can easily say we know what book aficionados are looking for. Don’t you agree that initiating, creating and realizing jaw-dropping books now, only comes natural?
A MENDO publication is a well-designed book with visually stunning creative content, browsed by people to be amazed and inspired. The subject-matter is one of our pre-defined curated categories, fashion, photography, interior, sport, lifestyle, food and traveling. In general, a MENDO book is a piece of furniture in itself.
Diesel's irreverence and innovation in the rejection of the often overly serious vernacular that surrounds denim
In forty years of activity, the Diesel brand has managed to construct a world that communicates values of rebellion, nonconformity, and individuality. This book celebrates Diesel’s irreverence and innovation in the rejection of the often overly serious vernacular that surrounds denim.
Diesel’s denim has really been the gateway into a much wider and larger lifestyle arc, masterminded by Renzo Rosso. Denim is the fabric of Diesel, but in-between the warp and weft of those threads, what Diesel really communicates is something that goes far beyond the physical garment.
In addition to shooting and recontextualizing the archives, the volume also looks at the present, on how the denim permeates and punctuates Diesel's world today, concluding with the exciting output from Diesel Red Tag as more and more collaborators (Shayne Oliver, Glenn Martens, and more to come) are added to the fold.
This volume is not an academic study, nor is it a chronological retelling of Diesel’s history in denim. It is a tongue-in-cheek compendium about Diesel’s denim universe. New images shot by four different photographers are interspersed with archival visual material, campaigns, and editorials.