Founded in Italy by Renzo Rosso forty years ago, when jeans were still a thing, the brand innovated with fitted pants, novel and wild color-washed pants, and damaged pants, combined with creative advertising images, attracting a large number of fans who love jeans and becoming famous all over the world.

In recent years, as the gears of fashion have turned rapidly, DIESEL's design style has been flexibly adjusted. The founder also handed over the design mantle to the new creative director Glenn Martens, who reshaped the brand style with an innovative image and successfully attracted the attention of the new generation. The new design is also greatly differentiated from previous products.

Having been deeply involved in the denim industry for many years, we understand that long-time DIESEL fans are captivated by its decadent, rock-inspired Italian washes. Starting this year, Blue Beach has introduced the world-renowned Dutch denim brand Denham . Denham maintains a classic Italian spirit in both tailoring and coloring. With the brand motto "The devil is in the details," every cut, every damage, every splash of paint is the finishing touch – details are the key to success! In today's rapidly evolving fashion landscape, Blue Beach continues to bring wild and unique indigo rock music to the world.