SOUTH KOREA. Shinsegae Duty Free has launched Diesel Jewelry, the first time the brand has opened in the global or Korean offline travel retail channel.
The Diesel Jewelry collection can be found at the Watch Gallery Zone on the ninth floor of Shinsegae Duty Free’s Myeong-dong branch and within the retailer’s fashion and accessories shops at Incheon International Airport terminals 1 and 2.
Announcing the 5 April launch, Shinsegae Duty Free said it had embraced the retro vibes of the 1990s and Y2K (Year 2000) era as it welcomed Diesel Jewelry to cater to the latest fashion trends.
Diesel, established in 1978 by Leno Rosso, is renowned for transforming denim into a symbol of luxury fashion, transcending its origins as workwear and casual attire.
Since 2020, the brand has gained recognition as a leading lifestyle label, especially following the appointment of Glenn Martins as Creative Director in October that year, Shinsegae Duty Free observed.
The retailer described Diesel Jewelry, distinguished by its bold and distinctive designs, as being at the forefront of genderless fashion, complementing a wide range of denim jeans, jackets, graphic tees, and trousers.
Despite its popularity, Diesel Jewelry remains relatively scarce in the Republic, with some Korean consumers in their 20s and 30s opting to shop for these pieces in Japan, Shinsegae said.
The collection features eight signature pieces crafted from durable stainless steel to resist tarnishing. It includes two top-selling rings, two bracelets featuring intricate knot designs and the distinctive Diesel logo, as well as two fashion necklaces and earrings adorned with Diesel’s iconic emblem.
To celebrate the opening, Diesel Jewelry is offering a special promotion. Customers who make purchases either online or in-store will receive a complimentary jewellery pouch for carrying their accessories on the go. These are available on a first-come, first-served basis. ✈
