Diesel Only The Brave Wild

Diesel Only The Brave Wild

14 October 2014, 12:54PM
Luxe Communications

REWILDING

In our cities, we’ve paved over the wilderness, and we’ve done it well. We have pathways and roads, entrances and exits; we’ve favoured smooth concrete over rock and soil, one- way streets instead of grassland. In the same way, men have learned how to tame their appearance: hair groomed, beards shaved, everything neat on the surface.

Slowly but surely, nature is coming back. Cities across the globe are starting to give nature some space. The world-famous High Line Project in New York has turned a derelict Manhattan rail line into a wild public space, the Viaduc des Arts in Paris has made an elevated linear park from an obsolete railway and in Chicago more than 350 green roof projects are transforming the city into green landscapes.

Rewilding expert, President and Co-founder of Friends of the High Line, Joshua David says: “When I first saw how nature had colonized the High Line structure, I realized that nature provides a new way of seeing a city. To look at the Empire State from a field of Queen Anne’s Lace created from seeds that fell of the trains or were carried by birds – it’s the ultimate contrast.

This is evidence of a powerful new trend: rewilding.
Men across the globe are starting to respond, too – they’re urbane and sophisticated at life, but in recent years they’re growing their hair, allowing their beards to take over, following their passions, being who they want to be. Tribes of men are free-running, free-climbing, bouldering, and hang-gliding. It’s a desire to be wild, wherever they are. Steve Murphy, the co-owner of Rocket, an uber-trendy barber in London’s edgy Hackney, agrees. He sees legions of men troop through his shop who are growing their beards, not caring about rules and conventions. They’re urbane, but at home with their true selves. “The trend is a big step – it really is about letting the raw side of being a man out,” he says.

Emmanuelle Moeglin, Global Fragrance and personal care Analyst for Mintel agrees:' Men are increasingly responding to this trend. In the UK, 28% of men wear a beard, in France, 22% and in Germany up to 40%’.

Rewilding is a challenge to see beyond the domestication of the world in which we live, and our domesticated response to it. The urban landscape can’t change the natural wildness that flows through the air we breathe, or tame the vast mechanics of the ecosystem that pushes up between the paving stones. Our own instinct tells us this. Nature has equipped us with the courage and adrenaline to exist in whatever terrain we find ourselves, among men the rewilders are those who believe it is time to explore this potential. The essence of rewilding is not about eliminating fear: it’s about facing it.

THE FIRST EVER JUNGLE FOUGERE BY DIESEL

The man who wears Only The Brave Wild is at home in the city and the jungle. His fragrance has its roots in the heart of nature, wild and raw.

When speaking to the creators about a ‘Jungle Fougère’ they smile: yes, Antoine and Shyamala Maisondieu, along with Michel Girard, followed the path of the emblematic fougère accord, but they gave it all the codes of the wild with a really urban finish.

Ancient powders are tweaked with a creamy coconut note ; the moist mousse stands out as a rugged vetiver, earthy and primitive ; a characteristically Provencal lavender note, set off by exotic tones of musk; as for the town - citrus fruit, they take their acidic note from the citronella.

Ingredients : grapefruit essence / citronella essence / black pepper essence / nutmeg essence / geranium accord / lavender essence / coconut accord / cedarwood essence / vetiver essence

A WILD PRINT AND DESIGN

Camouflage is a design hero; a staple of the catwalk and an essential on the street.
For the Only The Brave Wild box design, Diesel has created a unique camo pattern.
An instantly recognizable print, on which the colors of nature are twisted with two yellow lines running across, a reference to both the wildest nature and form of urban art.

The Only The Brave bottle in its iconic shape of a clenched fist, is dressed with a shade of wild green frosted glass. Topped with a post-industrial style steel cap, the vessel for the fragrance is in itself a potent symbol of urban strength and raw power.

Diesel Only The Brave Wild
Suggested retail: 35ml $77.00, 50ml $107.00, 75ml $133.00
Available from selected Farmers stores from September 29th 2014. Available from selected pharmacies and Department Stores from November 10th 2014.

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