55DSL's Denim-Free Zone

Diesel's kid brother 55DSL has opened its first U.S. store right in middle of Manhattan's skater store district. This is the Italian denim giant's bid to recapture the younger customer it sacrificed when it pushed the prices of its main collection higher. 55DSL was once an alternative side line, but like Miu Miu to Prada, it is now being groomed for a bigger spotlight, hence the new store with more to come in major markets like Los Angeles and Miami. This shop follows the SoHo skater aesthetic with white walls featuring a single extended rail hung with vaguely retro-ish shirts, pants and elongated shorts. The red, white and blue logo and neon window sign might be a little forced given the firm's Italian roots. Is it meant to be ironic? What sets it apart from its richer sister is that there's no denim here, and the prices are about 30% lower. Like so many others, the line dips its toes into the early '80s and adds plenty of printed t-shirts and variations on racing style jackets. A touch of the parent company's signature wit can be found on front door where the hours are listed at 10:55 to 7:55. Get it?

55DSL 281 Lafayette Street between Houston & Prince Streets, SoHo