Talking fashion: meet Diesel's brand man

Ella Walker catches up with Jonny Hewlett, the managing director of Diesel UK and a Bishop’s Stortford High School old boy, to talk fashion, passion and going back to the classroom

Jonny Hewlett at Diesel

Jonny Hewlett is one busy man. Aside from being the managing director of the UK arm of Diesel, the major Italian fashion and fragrance brand (if you didn’t already know) and a father of two, he’s also cycled from Land’s End to John O’Groats and completed a relay swim of the Channel this year alone.

It’s no wonder he’s tough to pin down for a chat. A stack of calls and a time zone relocation later we manage to snatch half an hour in his hectic schedule. Even on the phone he’s open, friendly and genuine: what you’d call a proper gentleman – and a down to earth one at that.

The 41-year-old Bishop’s Stortford native is mid-preparation for a talk at his old school, The Bishops Stortford High School, for the Jack Fielder Memorial Business Links Dinner, on November 9. The big brand veteran is not new to going back to school though. 

“I’ve been involved with the school almost constantly since leaving,” he explains. “My family sponsored the languages part of the school since I studied languages there 20 years ago and I’ve spoken at various dinners, rugby dinners and sixth form events since.”

Hence why he doesn’t seem to be too daunted by the prospect of returning to school. “I am looking forward to it, very much so,” he enthuses. “It is starting to dawn on me that this is actually a big deal though! I’m not worried but slightly aware that I’ll have to be on top of my game.”

But it’s hard to believe Jonny is ever off his game. Straight out of university, he became a graduate trainee at Proctor and Gamble (think every major household brand from Ariel to Hugo Boss and P&G will probably have had something to do with them), travelled the world and rose quickly through P&G’s ranks. He then seamlessly joined Diesel in 2008 – a breakthrough career in fashion wasn’t always the plan though.

“My career at P&G developed into fine fragrances so I got into fashion through that, by association really,” Jonny says. “It gave me a great insight into the fashion world and when Diesel approached me, almost out of the blue; it seemed like a natural next step. I’d worked on the edge of fashion for so long, now I’m part of it.”

And that’s the topic of his planned speech at the business links dinner: The evolution of fashion and retail in the UK; something Jonny is particularly passionate about. “Diesel as a fashion brand is always striving to be innovative and is constantly evolving. I find the ways the market is changing incredibly interesting and challenging, we have to learn how to manage a response to that,” he says, hinting at what his days involve.

 “Does anybody have an average day?” he laughs, going on to explain rounds of shop floors and meeting with his staff, trade customers and directors, not to mention the jet-set trips to Diesel’s HQ in Italy. “I’m pretty busy,” he says, his voice twinkling with pride. “But I can think of worse ways to spend my time.”

He clearly adores his work: “One of the best parts of my job is seeing how Diesel influences and hopefully helps shape the fashion sense of the great British public. I’ve seen some of the latest collection coming out next year and to see it all, up-front, all these great items, it’s very exciting to see the future of fashion.”

I have to ask: is it possible there’s a downside to working in one of the most exciting and fast paced industries in the world? Surely there must be some challenges? “Channelling the amazing energy, passion and creativity in fashion and taking that forward,” Johnny quips, without hesitating. “I get overwhelmed by the passion and creativity at Diesel, and the madness of it, the challenge is harnessing that and keeping our feet on the floor and our heads in the clouds.”

He breaks off laughing, “There’s a quote for you!” - but it's definitely a mantra that's working... 

Tickets for the Jack Fielder Memorial Business Links Dinner are £20 each or £180 for a table of 10, to book call (01279) 868686.

Jonny is also leading the re-launch of the Bishop’s Stortford High School Former Pupil’s Association, if you are interested in getting involved, email jonathanhewlett@btinternet.com.