 Some of Sid Lee’s first clients were the Greek restaurant near their office, a plumber, and Bouchard’s dentist.Diesel was renamed as Sid Lee (an anagram of “diesel”) in 2006 to avoid confusion with the popular Italian jeans brand, Diesel.Sid Lee went on to collaborate internationally with brands such as Cirque du Soleil, adidas, The North Face, Absolut Vodka, Videotron, Ubisoft, and many others.