FRANCE/USA: FRENCH DESIGNER MOHAMED DIA AIMS TO TAKE ON THE WORLD WITH HIS STREET CLOTHING LABEL 'DIA'

Record ID: 774444

  • Title: FRANCE/USA: FRENCH DESIGNER MOHAMED DIA AIMS TO TAKE ON THE WORLD WITH HIS STREET CLOTHING LABEL 'DIA'
  • Date: 1st April 2002
  • Summary: SV: DIA GEAR BEING STORED AFTER SHOOT (2 SHOTS) VARIOUS SHOWING DIA IN OFFICE (2 SHOTS) SLV/CU: M.DIA SHOP FRONT (2 SHOTS) CU: NBA BY DIA POSTERS CU: DIA SWEAT SHIRTS SCU: (SOUNDBITE) (French) CRISTELLE DUPRE, MANAGING DIRECTOR, NBA EUROPE SAYING: "After only two seasons the Dia brand managed to become the first French brand of Urban Generation. I think the NBA has to use a brand that's among the favourite brands for 15-25 year olds in France."
  • Embargoed: 16th April 2002 13:00
  • Keywords:
  • Location: PARIS, FRANCE / LAS VEGAS, UNITED STATES
  • City:
  • Country: France
  • Topics: Fashion,Environment,Quirky,Light / Amusing / Unusual / Quirky
  • Reuters ID: LVA8184VT9Q7J6I9381WFY6G3YHW
  • Story Text: Mohamed Dia grew up in Paris's high density inner cities but today, this young Frenchman born of Malian parents, has created a street wear clothing empire that is taking on the world.
    His name is synonymous with style, fame, and success.
    He is Mohamed Dia, the founder of one of the hottest clothing brands in France. Dia even competes with leading American sportswear companies like Nike or Adidas.
    After only three years, Dia generates an annual turnover of about 10 million dollars. Mohamed, Dia's cousin says, "It's very very rare to see young people who make it here. I'm really proud of him. Everybody is proud of him in the family."
    Mohamed's story sounds like a fairy tale. He is the fifth child of Malian immigrants, and grew up in Sarcelles, a working class neighbourhood outside Paris. He didn't like school very much, making his prospects for future employment even more grim.
    Although he loved basketball, he just wasn't tall enough to play professionally, and got work as a pizza delivery boy instead.
    As Dia watched his friends get out of Sarcelles through music - he became even more determined to succeed. He says "I saw my friends of the Arsenik rap group. I went to secondary school with these guys, so I really wanted to make it too. Not through rap music, but with something which is more my thing."
    In 1998, Mohammed spent some time in New York. After visiting some of the city's fashion stores, he decided to design his own clothing line. He says, "At first, the artists and associations of Sarcelles mobilized to help me because my project was different, I was the only one who had created a clothing line."
    His old schoolmates were even more supportive. Those who had money and fame used it to promote the Dia brand. Calbo - one of the two members of French rap group Arsenik - is one of Mohammed's closest friends. "We did lots of things together,"
    he says, "I gave him a few jabs here and there, now he has improved, and this is where he is now."
    Today Calbo is at the Dia workshop, picking up some hot gear for an upcoming video shoot. Mohamed and Arsenik's support for each other is more than just friendship. It's also good business. Dia's clothes supply the look Arsenik needs to maintain their street appeal. And by wearing Dia, the rappers are promoting the label with the rap group's numerous fans.
    Twenty full time employees work in the Dia workshop.
    Mohamed doesn't know how to design or make clothes, and he doesn't own any of the production units. But he does own the brand name, and earns 5 to 6% of sales revenues.
    Last year, he earned more than 30,000 dollars every month just on royalties. Over 400 French clothing outlets sell his clothes. It would be enough for some people, but not Mohamed.
    He's recently signed a very lucrative deal with the NBA, America's professional basketball league. Cristelle Dupre the Managing Director of NBA Europe said, "After only two seasons the Dia brand managed to become the first French brand of Urban Generation. I think the NBA has to use a brand that's among the favourite brands for 15-25 year olds in France."
    This is Las Vegas, the city of lights. Even in his wildest dreams, Mohamed could not have imagined that his brand would be here, at the biggest clothing trade fair in the US.
    He says "And now, here I am, the outsider, the little French guy coming to bother the Americans on their territory. You see Dia is trying to settle here and make it," says Dia.
    Despite his success in Europe, and growing popularity in American clothing stores, Mohamed has not forgotten his African heritage. He says "I understand Bambara language, I can speak it. Even though I'm French I was raised as an African. I've kept those things in me, these are my roots, I'll always stick to them."
    In many ways, Mohamed Dia has done the impossible. He's the son of African immigrants, but he's broken social barriers in France by becoming so successful at only 28 years old. In a country were immigrants are currently experiencing some pretty tough times, he's nothing less than a ray of hope.
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