20 years after the opening in Lexington Avenue, the brand has once again chosen Manhattan to debut its new retail design concept in collaboration with Japanese architect firm Wonderwall, headed by Masamichi Katayama along with Nicola Formichetti, envisioned a simple yet unexpected concept: the idea of an apartment space, like a symbolic new house for the brand.

Customers travel through the store’s different areas reminiscent of a foyer (hosting the Diesel Black Gold line), a living room (displaying the complete Diesel offer) and, at the end part of the store, a space inspired by a wine cellar, where denim, Diesel’s core product, finds its ideal representation: a beautiful stainless steel and glass installation highlighting the quality and mastery of the brand in this category.

The three dimensional pattern of the store façade decor is a tribute to denim, inspired by the “V” stitch of the brand’s iconic 5-pocket back pocket. Not only: the store façade’s cement mortar captures light to accelerate the surrounding air’s natural oxidation, decomposing the polluting elements in the atmosphere (a process called photocatalysis).

The perfect expression of the brand’s alternative to luxury positioning, this store is a cornerstone of the brand’s new retail strategy deployment, which will see several locations around the world opened, relocated or refitted with the new design concept in the next three years.

When the fabric fuses with the cut and ignites a passion in your walk, you distinctly know that you are embracing a Van Heusen creation.

We are showcasing an array of curated, slick and tailored looks in our collection, paying an ode to Power Dressing in the 20s and the 50s, said Vani kannan, Head of Design.

Gatsby’s summer, actor Kunal Kapoor made heads turn styled in a fitted jacket and trousers, the actor paid homage to 1920’s. This collection is a portrayal of the roaring 20s – an era which is known for unprecedented economic prosperity, the evolution of jazz music and flapper culture. Refined and colourful, the collection comprises of slim silhouettes with accessories like silk pocket squares and ties in soft pink, mildew green and beige

Hats off Sinatra looking dapper,Playing the showstopper, Actor Akshay Oberoi, looked dapper in a signature grey suit by the brand, the young actor swayed the audience by bringing back the spirit of the swing era. In this collection, Van Heusen pays tribute to the icons of menswear that have proved to be a ripe source of inspiration decade after decade. The collection has been influenced by masculine silhouettes and the pieces which have persisted and the men who wore those clothes so well. Power dressers like Frank Sinatra, Cary Grant, Humphrey Bogart and Clark Gable with the chic simplicity of that era personify the collection.