The ViralOff treatment reduces viruses on the textiles, which also means they need to be washed less frequently. This in turn makes the clothes live longer. Skipping every other wash on a pair of jeans will reduce its environmental footprint decisively. The addition of Odour Crunch in the denim will also make them protected from surrounding odours. This will result in the perfect jeans with no smell and no washing needed.

Diesel Sports is working with Polygiene from SS21 with Stays Fresh for the majority of their collection, and for some products also with ViralOff. Diesel has expanded from a jeans specialist label to a broader, wide-ranging lifestyle brand. Now they make products over the entire lifestyle spectrum; from kid’s apparel, over fragrances, watches and jewellery, eyewear, to furniture. Diesel is today part of the OTB (Only The Brave) group.

As founder of Diesel Renzo Rosso said in Vogue a few weeks ago, “making the sustainable process happen will become one of our greatest commitments going forward; we want to become a company with the best sustainable practices: real, certified, and honest.”

“Just like Polygiene, Diesel is a brand driven company. We share the idea that you make something great and then turn it into an even more fantastic brand. This feels like a perfect match,” said Ulrika Björk, CEO of Polygiene.