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The brand was founded 1994 in Italy, was some time in Chiasso / Switzerland established, and then return to Italy. Originally created as an experimental offshoot of Diesel, the brand quickly developed and manifested their own identity, not least by the experience and passion of Andrea Rosso as creative director. Through his passion for action sports like surfing, skateboarding and snowboarding as well as influences of graphic design, urban culture and music were the main source of inspiration for the 55DSL look. Andrea Rosso has succeeded in using the shadow of his successful father Renzo Rosso kick and a fresh new look to create. Originally inspired by sports such as snowboarding, surfing and skateboarding, the brand was getting bigger and joined the fusion of sports and urban culture without denying its DNA, which laid the foundation for today's street style. One word best describes the 55DSL attitude, "fun". This optimistic attitude and inappropriate reason the label is strongly influenced by the skate and surf mentality. A constant changes between Bergen and Manhattan, the snow, skate parks and night clubs. According to the motto: "Live at least 55 seconds per day."