Michael Mayren, longtime HERO contributor and zeitgeist-capturer has been hand picked by Diesel’s new Artistic Director, Nicola Formichetti, as one of the first collaborators on the brand’s new REBOOT project.

Formichetti is working with a whole new generation of juicy creative talents from around the globe to align Diesel with art, music, fashion and activism.

Yesterday saw the installation of some of Michael’s images in Diesel’s Covent Garden flagship store – the megabrand is also inviting the world to upload its own images to tumblr, tagged with #dieselreboot, to ‘champion the voices of emerging creative thinkers from every corner of the globe’.