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Diesel turns 30 this year and big plans for the anniversary celebrations in October are in the works. This being Diesel, don’t expect a birthday cake and traditional party favors. In addition to the opening that month of the company’s new Milan flagship, the premium denim and sportswear firm will hold 18 parties around the globe, beginning in Tokyo and ending in New York, that will also be shown on diesel.com. The fete will be a “democratic” affair: The buzz is that Earth, Wind and Fire, Snap and Faithless will likely be holding concerts — one group for each decade. The only big question mark? Which time zone Diesel chief Renzo Rosso will choose to toast his company. Rosso, in the meantime, has been sporting a gold signet ring given to him by Viktor Horsting and to mark the beginning of their new partnership, and is busy putting together his own TV channel.

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Diesel turns 30 this year and big plans for the anniversary celebrations in October are in the works.

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