10,000 Fiat models have been produced in collaboration with contemporary brand Diesel, and are available in Europe in Japan starting this month. The collaboration aims to encourage the notion of lifestyle from the perspective of both brands, in addition to strengthening the notion of 'Italian' design from a global perspective. President of Diesel, Renzo Rosso said of the collaboration, "The car Fiat 500 symbolizes the way I would like it always to be: creative, passionate, cheerful; which is why the first car by Diesel could have only been a Fiat 500!". Note the distinction, 'first' in his statement. The special edition car features Diesel logos on everything from hubcaps to hood and details such as yellow stitching on the seats and steering wheel, meant to mimic the look of denim.