News & Trends: In another pairing of fashion and music, Diesel has teamed up with hip-hop artist and actor Common to present their new male fragrance, "Only the Brave."

In their desire to create a fragrance for a man who takes a stand, Diesel created Only the Brave, a scent inspired by visionary artists, icons and rebels who take a stand and make a difference. Common's song "The 6th Sense" embodies the essence of the man that wears Only the Brave.

Common has not only won Grammy awards for his albums, he has also written children's books and is also the founder of the Common Ground Foundation, an organization dedicated to the empowerment and development of urban youth in the United States. Through the work of his foundation, Common inspires the next generation to stand up and speak out for injustice.

Diesel President Renzo Rosso : "Common perfectly represents the spirit and energy of Only The Brave fragrance : passion, will and conviction. He's in control of his own destiny and has made his mark in all of his pursuits, creating changes through every effort and every medium."



"I've always thought Diesel was a progressive, fresh brand...it has a classic feel, but pushes the envelope," Common explains. "I wanted to partner with Diesel because that's really what I'm about too...to be an individual and an artist, it takes both bravery and courage."

Common will be featured in Diesel's ad campaign for Only the Brave, shot by world renowned photographer Platon. In collaboration with the Diesel Creative Team headed by Creative Director Wilbert Das, Common will also perform at selected Diesel stores worldwide, including the Los Angeles one.

The fragrance is captured in a smoky, gray bottle in the shape of a clenched fist wearing a silver Diesel ring. The bottle can be stored in different positions, changing the meaning of the fist: forward, the fist evokes power and energy; upright, it stands for self-affirmation; raised, it signifies victory, success and engagement.

The powerful fragrance representative of strength has top notes of Lemon Blossom, Mandarin and Coriander Leaves; a heart of Labdanum, Black Rose and Lavender; and a dry down of Amber, Tolu Wood and Ebony Wood.

For JustLuxe Carly Zinderman

Posted On: Thursday May. 21st, 2009