Introduction
Andrea Rosso is an Italian creative director whose career is closely tied to 55DSL, Diesel’s youth and action-sports label. He describes himself as 55DSL Creative Director from 1996 until the label ended in 2014, following its launch inside the wider Wilbert Das-led Diesel system in 1994.
Under Rosso, 55DSL developed a dedicated team and expanded from snowboard product into streetwear, music, film, gaming and cultural collaborations. The label’s closure in 2014 ended the consumer brand, with Spring/Summer 2015 reported as its final commercial season.
Rosso later held specialist responsibilities around Diesel licensed products, Living and sustainability or upcycling projects, including Diesel Upcycling for 55DSL in 2020. His independent MYAR project remains separate from Diesel and OTB ownership.
Design ethos
Rosso’s work combines utility clothing with subcultural programming. At 55DSL, action-sports function was broadened through graphic identity, music and moving image, allowing the clothes to operate inside a cultural network rather than as a narrow technical line.
His later archive and upcycling work uses existing garments as material, retaining marks of previous production while changing context and use. This practice is distinct from mainline Diesel creative direction and is most accurately understood through project-specific mandates.
Disclaimer
Career history
1996
Andrea Rosso describes himself as 55DSL Creative Director from 1996 until the label ended in 2014. His remit developed the project from action-sports product into a distinct streetwear and cultural label with a dedicated team.
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