55 DSL T-Shirts

If there's one word that sums up the 55DSL attitude, it is 'fun'. If that sounds a bit over-the-top, consider the evidence. Created in 1994 as an experimental spin-off from Diesel, 55DSL rapidly established its own exuberant identity. Now a company in its own right, it both complements and defies its parent.

55DSL was originally inspired by radical sports 'snow, surf and skate' and these remain anchored in its DNA. But as 55DSL grew, it embraced the fusion of sport and urban culture that is the foundation of today's street style. 55DSL is at home on a mountainside or in Manhattan; it moves effortlessly between skate-park and nightclub.

In a way, the company has a pact with its customers. They provide their loyalty, and 55DSL provides tools that help them enjoy their lives to the full. Their slogan sums it up: 'Live at least 55 seconds per day.' Life moves pretty fast, so grab a slice while you can. It's not rocket science, but it makes sense to us.