Diesel Clothing

The label Diesel was born more than 30 years ago and is today an innovative global design company, developing jeans and casual fashion as well as accessories. It is present in over 80 countries with 15,000 points of sale and over 50 company-owned stores.

When Renzo Rosso founded the business in 1978, he wanted it to be a leader, a company which took risks and carved out a niche for itself in its field. From it's early beginnings in Molvena, Italy, Rosso encircled himself with creative, gifted people - innovators who, like him, rejected the trend-following typical of the fashion industry. Renzo sought to come up with an added dynamic and imaginative line of clothing than was unobtainable anywhere else. He opted to give his broad-minded new designers a stylistic freedom, hoping they could produce a line of fashion perfect for people who follow their own self-governing path in life. In particular for those who choose to express their individuality by the way they dress.

From the very start, Diesel’s design team shunned the style-dictators and consumer analysts of the fashion world and let their own tastes inspire them. It is for this reason that Diesel instantaneously became a principal in developing styles, fabrics, manufacturing methods and quality control, almost guaranteeing an outstanding quality product.

The company views the planet as a single, border-less macro-culture. And the Diesel team mirrors this: a wide assortment of people and personalities from all parts of the world, creating an impulsive, dynamic vitality and energy within the organisation. Diesel people and their working methods are so different, and yet prolific, that they have been profiled in countless newspapers, magazines and documentaries, and have been studied by international corporations, consulting organizations, universities and business schools.

Diesel’s “milestones” include years like 1978 (The brand name Diesel was incepted), 1985 (Renzo Rosso’s complete acquirement of the company), 1991 (start of the global marketing plan) and 1996 (opening of Diesel’s first flagship store on New York City’s Lexington Avenue).

Since the launch, Renzo Rosso had a vision, to address the world with one product and one language, and one of his first moves was to build a fortified and vast distribution network, stretching across all 5 continents.