Diesel pioneered the idea of luxury denim, and we still drive this market. But it encompasses more: the consumers love the brand, the lifestyle, the mentality of Diesel.

We are combining elements like tuxedos and workwear, for contrast; some looks also are based on 30s-era inspirations.

Everything can draw inspiration: a vintage cloth, a book, a street-when I was in Japan, I was deeply inspired by Japanese pharmacies.

I'm tired of advertising! I'm looking for new solutions that make people laugh and amuse. Italian creativity is too narrow, it still hasn't overcome the dichotomy limits between heaven and hell.

Consumers fall in love with a brand and it's important for a brand to develop and stretch itself to provide for their consumers. I don't suspect that a customer will walk into a store to buy a pair of jeans and end up buying a sofa, but it's about providing loyal consumers with a choice to create a lifestyle.

I am continually influenced by the feeling that music culture captured in the late 60s - for my generation, it was a time to rebel, against our parents, against everything.

I am a rock & roll man, and therefore, a denim man. Musicians of any era - whether it be The Beatles, the Rolling Stones, Rage Against the Machine, or, of course, Madonna - will inspire fashion. And we in turn will inspire them.