iesel will make you stay young forever. At least that's what the confident brand used to tell you in their ads - but they've since changed their game. Now, it seems you will give off a rock and roll vibe as soon as you slip on a pair of their super-tight jeans. Indeed, the Diesel attire is chic, popular, and happily uses parody-style advertising, so blatant it's subtle; they say out loud in their ads what other companies do behind closed doors, and Diesel's cool enough to get away with it.

This Italian clothing line is exactly like that guy or girl at school whose dry humour, aloof confidence, effortless style and innate intelligence has made them one of the most sought after comrades. Everyone wants to be Diesel's friend. With its popularity spreading like a wildfire, Diesel's quiet poise has been raising its status from the moment of the brand's inception.

The clothing's personality consists of strength, style, superiority and confidence; those are many of things that people strive for in life, so it was a smart marketing tool to use. If there's one place in Canada where clothing styles are varied and fashion risks are taken every day, displayed walking along the streets of downtown, it's Montreal. It's definitely fitting that the very first Diesel store in Canada just opened up here, where fashionistas who don't like to look as if they follow the mainstream (but secretly do) can go and shop to their little rebellious hearts' delight. The 7,000-square-foot flagship store boasts a sleek, modern design, with a hint of Baroque elements.

The first floor is clad with accessories and footwear, while the second floor is full of clothing, each piece being as original and with as much personality as the company's advertisements. The Diesel brand is obviously risqué in everything that they do, but don't all the girls want the bad boys?

Diesel, 2114 de la Montagne, Montreal, QC