Diesel and DKNY voted coolest brands

by Jennifer Whitehead,, Brand Republic 05-Aug-02, 15:15

LONDON - Italian fashion label Diesel has been voted the joint-coolest fashion brand in a new survey, along with the American ready-to-wear label DKNY.

The brands beat off competition from UK lingerie label Agent Provocateur, as well as Adidas and the sunglasses maker Oakley to top the survey.

In other categories, 'The Simpsons' was deemed the best entertainment brand, while Apple topped the list of the brands with the coolest design, beating Volkswagen Beetle.

The findings were released to mark the launch of a new book from Superbrands, the independent branding organisation. 'Cool BrandLeaders' is published on August 15 and will look at what makes a brand cool and how long cool can last.

Superbrands convened a new council to nominate the brands for 'Cool BrandLeaders', which included 'Big Brother's Little Brother' presenter Dermot O'Leary, the DJ Carl Cox and the photographer Rankin.

The research was compiled from interviews with 292 18- to 30-year-olds across the UK and conducted by NFO Worldgroup.

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