As an international, innovative lifestyle company, Diesel has been a leading pioneer in denim and casual fashion for a long time.This brand is known for being ahead of trends in the fashion industry. While retaining always its DNA, in recent years Diesel has evolved into the world of premium casual wear, becoming a true alternative to the established luxury market. Despite Diesel’s extraordinary growth, its philosophy remained the same since the company was established, envisaging a brand that would stand for passion, individuality and self-expression while brand continues to blaze its own trail. Diesel thrives on change: every new product derives from a process of enormous creative freedom. Curiosity of this brand is that it produces no less than 3000 new products every seasson and each one derives from constant innovation.
The collections include: Diesel, Diesel Black Gold and Diesel Kid. Diesel is not just apparel and denim: it’s a lifestyle, which has been interpreted through licenses with leading brands to develop watches and jewellery (with Fossil), eyewear (with Marcolin), fragrances (with L’Oreal), helmets (with AGV), strollers (with Bugaboo), and a complete Living Collection (with Moroso – furniture, Foscarini – lighting, Scavolini – Diesel social kitchen, Seletti – tableware and Berti – wooden flooring).
Renzo Rosso created Diesel brand in 1978, choosing the name because it’s easy to understand and pronounced the same way around the world. At that time, Diesel was also considered an „alternative energy“, so the word stood for an alternative taste in fashion.
Diesel is a truly worldwide organization. It is present in more than 80 countries with 5,000 points of sale, including more than 400 company owned stores. Among the ambassadors of this brand were Jonas Brother, David Beckham, Beyonce, players of AC MILAN, Rita Ora, Zac Effron and others.