Diesel sells denim jeans and other clothing and accessories aimed at a young adult market. The company is owned by its founder Renzo Rosso, President of OTB Group, the holding group of Maison Martin Margiela, Marni, Viktor & Rolf, and is based in the former Laverda building area in Breganze, northern Italy. _ This trend report analyses Diesel store at SoHo, in New York City. Observational data gathered was connected to current design strategies through online research. Diesel choice may seem simple but it is brilliantly aligned with our reality: the post modern society feeling of disbelief and emptiness that led us to individualism. The spirit of punk is then reinterpreted to fit today's broad range of targets: there's no intention to a life of dedication to Punk. This petit rebellion is shaped to fit our contemporary complex aspirations.