Diesel opens the decade in the name of sustainability. Mr Rosso’s sign launches a new environmental and social respect plan defined with the support of the Eco-Age consultancy firm of Livia Firth. Four keywords of the plan, unveiled in Milan in the men’s fashion week, are: ‘Be The Alternative’, ‘Promote Integrity’, ‘Stand For The Planet’ and ‘Celebrate Individuality’. They range from the use of alternative packaging and low-impact materials to the implementation of traceability systems, passing through the reduction of polluting agents and the creation of a fair and safe working environment. The first results of the ‘For Responsible Living’ plan will be presented on 22 February in Milan store in Piazza San Babila as a capsule collection inspired by the principles of upcycling.