In the last 48 hours, Andrea Rosso has gone from Creative Director of 55DSL to a full on paparazzo, documenting the wide swath of humanity at the Coachella Valley Music & Arts Festival with dozens upon dozens of digital photographs. From celebrity get-ups (Dita Von Teese doing her best Mrs. Thurston Howell) to ultimate Frisbee mullet boys in short shorts (so Coachella 2005), the Empire Polo Field is ground zero for both the fashion forward and the fashion impaired. His target market is everywhere, and this weekend has made for great target practice.

“It’s good from a design point of view, but also from a generational and cultural point of view,” says Rosso of his first Coachella experience. “At a (European) festival people tend to have just a cool t-shirt, but the rest is very easy because they know they’re going to step on each other and get dirty. But I’ve never really seen anything like this. I like the attitude of the people and how they carry themselves.”

The son of Diesel founder Renzo Rosso, Andrea took command of the 55DSL line in 2001—seven years after its debut in ’94 as an experimental spin-off from Diesel—and has since turned it into one of the world’s most high-profile active streetwear companies. Their slogan, “Live at least 55 seconds per day,” is manifested in their laid-back, sport-inspired fashions and their cutting-edge collaborations with stores like Beams (Tokyo), Villains (San Francisco) and Mamatoro (Paris).

“It’s a slogan that affects the mentality (at 55DSL) but also my mentality,” says Rosso. “We work hard, but we also take some time for ourselves, because it’s important to enjoy every moment and stop sometimes from the everyday routine.”

55DSL’s fall line will debut in July, and draws inspiration from the “low noise/high quality” world of ’80s-era LPs, cassettes and stereo equipment. The company’s trademark blend of sport-inspired loose fits and military lines will make for a variety of different silhouettes, especially in regards to jackets. The color palette will be comprised of two primary looks: black, white and muted grays matched with heavily saturated reds, purples and aquamarine. Graphically, the line will feature dynamic, geometric designs that call to mind the future-retro style of classic ’80s videogames and music. Earlier this year, 55DSL partnered up with Taito to create a limited edition run of Space Invader t-shirts to celebrate the game’s 30th anniversary—something Rosso, also 30, took great pleasure in. Still, he’s well aware that today’s pop culture trends come in and out at lightning speed, and appealing to a fickle younger audience isn’t always easy.

Says Rosso, “Now that I’m 30, I probably wouldn’t wear what a 19-year-old guy is wearing, but as long as I understand what he likes, it’s okay. Once I don’t understand anymore, that’s probably the time that our clothing will become for a more mature audience. But we have a very good eye on the youth generation. When you become older you want to feel safe but special.”

Keep an eye out for upcoming collabs with New Era and French clothing label KWAY, along with a line of 100% organic cotton t-shirts printed with environmentally conscious pigments. Just don’t expect any mulleted Frisbee shorts anytime soon…