OTB marks 20 years of Diesel in China with the opening of its new APAC headquarters in Shanghai

Only The Brave reaffirms its long-term commitment to China with three initiatives that underscore the importance of the Chinese market for the international fashion and luxury group, which brings together the brands Diesel, Jil Sander, Maison Margiela, Marni, Viktor&Rolf, and the companies Staff International and Brave Kid, and holds a stake in the Amiri brand. In addition, founder Renzo Rosso says he will invest further in China.

The first initiative is the official opening of its new APAC headquarters in Shanghai, a region where OTB now has 900 employees and around 100 stores, spread across China, Hong Kong, and Macao. Attending the inauguration ceremony, alongside the group’s founder, Renzo Rosso, were the Consul General of Italy in Shanghai Tiziana D’Angelo and Shanghai’s Jing’an District authorities.

The new headquarters boasts double the space of its previous address and is located in the Lee Gardens building. Nestled in the heart of the city’s Jing’an District, it overlooks the scenic Suzhou Creek. According to a statement, the location and expansion of the offices reflect the group’s desire to strengthen its roots in China, as well as to offer the team increasingly modern and functional workspaces and to consolidate relationships with local partners.

The second initiative during Renzo Rosso’s visit to China was a talk for students at Donghua University, one of Asia’s most prestigious design and fashion universities, organised under the patronage of the Consulate General of Italy, Camera Nazionale della Moda Italiana, Altagamma, the Italian Trade Agency, and the Italian Cultural Institute.

Third initiative: as 2025 marks the 20th anniversary of Diesel’s presence in China, where the brand has built a recognisable and coherent presence, an event was organised at the Fosun Foundation in Shanghai. The highlight of the event was the launch of a capsule collection titled “Diesel China 20th Anniversary”, designed by Creative Director Glenn Martens.

“China is a country with a unique energy; every time I come back here I am fascinated by its pace, creativity and speed,” said Renzo Rosso. “For our group, China is not only a strategic market, but an inexhaustible source of inspiration. Over the past two decades, we have expanded the presence of our brands and built an authentic dialogue with new generations who share the values of our brands. Our philosophy is to collaborate with local communities to merge brand know-how with the local mindset. The opening of the new Shanghai headquarters, meeting with young talent at Donghua University, and the celebrations of Diesel’s 20th anniversary represent a special moment for me and for the OTB Group […] We will continue to invest in China in the future.”

Shortly before the evening event in Shanghai, Rosso told Reuters that these investments in China will be made by his group despite the decline in the local market, and will take the form of a reorganisation of OTB’s retail presence. The entrepreneur revealed that some stores will be closed, but others will be opened in new and better locations.

“I am optimistic. I think that if the Chinese market continues to proceed in this way, it could represent an opportunity, because we will be able to have better spaces at better prices, which wasn’t the case before,” Rosso told Reuters. “My current vision is to invest in the country. I believe in China; it’s so big, so important. We are doing well this year compared to the market,” he added. “Everyone is in decline; we have some growth, so we are quite satisfied.”

Over the years, the Veneto-based group has supported numerous initiatives and collaborations in China that have connected the creativity and values of its brands with designers, artists and local communities. Notable among these are the “Marni Miao” project, which celebrated the elegance and complexity of embroidery by reinterpreting the codes of the Miao minority through a contemporary lens, as well as the various capsule collections that Diesel has created in collaboration with Chinese designers such as Xander Zhou and Pronounce and celebrities such as William Chan and Chris Lee, along with events and music tours with local artists.

In addition, Maison Margiela has brought its experimental vision into dialogue with the country’s contemporary art and culture through new retail formats, pop-ups, installations and initiatives in different cities, while MM6 Maison Margiela has collaborated with designer Chen Peng.

In addition, OTB has long supported the new generation of Chinese talent. Renzo Rosso has in fact served on the jury of the BoF China Prize in 2019 and supported the launch of the Yu Prize competition, providing mentorship and coaching to support and develop the country’s young designers.