Diesel has been the brand on everyone’s lips recently, and for good reason. Earlier this month, Diesel opened a fake store in New York where they sold knockoffs of their own clothes. Now this week, Diesel has announced a new collaboration project, The Red Tag Project, a three-part project where designers will create capsule collections with the brand for a sportswear denim fusion.

The first designer announced is New York’s designer of the moment, Shayne Oliver. “I love denim’s heritage and its American roots, as well as Diesel’s Italian core,” the designer said in a press release. “This capsule is really the language of Renzo, the brand founder. Refined razor-sharp denim aesthetics that devours the excesses of trendiness.”

The Hood by Air designer has gained notoriety over the last few years for his experimental approach to design and his openness to gender politics within his collections. This is the latest in a line of ventures for Shayne Oliver, working with Helmut Lang last season for their new designer collaboration series.

This is just the first of more announcements for this project Diesel promises. “This is a vibrant moment for Diesel: We are working on a series of global initiatives, one of which is this [project] with the most ground-breaking and radical international designers, like Shayne,” said Rosso. “The new generations are excited and engaged by beautiful products that have a soul and speak the language of today.”