Diesel Launches Bold New Luggage Line with Chinese Partner Unicorn

Diesel, the renowned Italian jeans label under the OTB group, has officially launched its new licensed line of luggage and travel goods. The collection made its global debut at the prestigious Mipel 128 trade show in Milan, marking a significant expansion for the brand into the premium travel accessories market. This venture is made possible through a strategic five-year license deal, which includes an option for renewal, with the Chinese producer Unicorn.

To facilitate this partnership and strengthen its European presence, Unicorn, a manufacturer known for high-quality leather goods and luggage, has established a European subsidiary in Bologna, Italy. This new European arm is led by Luca Bellucci, who also serves as the chief designer for Diesel’s new luggage collections. Bellucci explained to FashionNetwork.com that Unicorn's decision to open a European base was driven by "commercial interest and local connections." He highlighted Unicorn's extensive manufacturing capabilities, with units across Asia, including Bangladesh, the Philippines, and four factories in China.

Unicorn brings a wealth of experience to this collaboration, initially building its expertise in leather goods by producing under license for brands such as Skechers and Head. Over time, the company diversified its product categories to include luggage, operating a dedicated production site in China for these items. Bellucci emphasized their commitment to in-house production, stating, "Everything we design is 100% produced by us," ensuring complete control over quality and design integrity.

Diesel's inaugural collection of suitcases and premium travel items is composed of six distinct lines, each designed to reflect different facets of the brand's aesthetic and target various consumer preferences. The range includes two high-end lines featuring items crafted from innovative materials: one in sophisticated carbon fibre and another in robust aluminium, catering to discerning travelers.

Further showcasing Diesel’s unique brand DNA, the collection offers a third line in a strong metallic material, characteristic of the brand's industrial-chic appeal. Another line is made from washed canvas, perfectly aligning with Diesel's raw and authentic heritage. The collection also features two lines in moulded polycarbonate: one offering a sleek, modern look, and another, described by Bellucci as their favorite, which boasts a distinctive "tool-box look" finished with a typical Diesel-style ‘worn’ treatment, making it highly individualistic and edgy.

This first release of Diesel luggage is slated to be available from January 2026, reaching consumers through Diesel stores and a curated selection of retailers. Bellucci confirmed that while the collection deeply reflects the brand’s codes, the six sub-lines have been carefully positioned to avoid any overlap, even in pricing, ensuring they do not cannibalize each other. He also indicated that this initial offering is limited in scope, with plans to progressively introduce additional items season after season, expanding the range over time.

Looking ahead, Unicorn will continue its existing licensing agreements, producing leather goods for brands like Head and BCBG, alongside other smaller Asian brands. Despite being a new venture, Luca Bellucci expressed ambitious goals for Unicorn Europe, stating, "We are effectively a start-up, and we’d like to aim as high as possible." He acknowledged the challenging nature of the luggage category, with its specific rules and price brackets, underscoring the need for a cautious yet innovative approach. Bellucci concluded by emphasizing their strategy to "tiptoe into it and try to stand out for style and character, creating something different from the rest of the market."