The history of Diesel jeans began in Italy in 1955 with the birth of Renzo Rosso, future founder of the brand, the man who once said: “We don’t sell clothes, we sell lifestyle”. The young Rosso turned out to be an enterprising child and at the age of 10 he had already set up his own business selling rabbits. At the age of 15 he began studying fashion at the first Italian fashion school and at twenty he began designing clothing at a small textile company called Moltex. Together with the owner of Moltex, Adriano Goldschmied, 1978 Rosso created the new company: Genius Group, the cradle of many successful trademarks: Katherine Hamnett, Martin Guy, Goldie, Ten Big Boys and Diesel. The name “Diesel” was chosen as an avant-garde symbol of the 1970s oil crisis and as an international word that could bring the success of the jeans brand all over the world.

In 1979 the first collection of men’s clothing appears under the Diesel brand and in 1981 Diesel clothing was already exported to other countries. The network of importers created by Renzo Rosso greatly contributed to the success of the custom jeans brand abroad. In 1984 Rosso introduced the children’s clothing line called “Diesel Kids”. This greatly expanded the target market for his brand. In 1985 the turnover amounted to 3.9 million dollars. Rosso managed to buy out the deal from Goldschmied and other partners and thus became the sole owner of the Genius Group. He now he could concentrate on the manufacture of denim. The company logo -Iroquois- becomes a hallmark of those who wanted to look radical and avant-garde.

In 1991, the company establishes a Diesel USA brand and its annual turnover amounts to 125 million dollars. From now on the company begins to invest more money in advertising campaigns. The new marketing strategy combined humor and politics, two unprecedented themes in advertising. Diesel’s slogan “For a successful life”, calls for the creation of one’s own church and religious cults, the scandalous advertisements “The End”, “Alpine Village”, “No More Tears” and “Jesus Lives” make the brand be more and more popular. 2002 Diesel begins working with Karl Lagerfeld creating custom denim garments for the “Lagerfeld Gallery” line. 2003 the company starts working with the brand “Dsquared 2” and presents its first jewelry collection called “Jewellery Diesel”.

Renzo Rosso is nominated for the Entrepreneur of the Year award and has already won the Advertiser of the Year award. He rides a fancy Dacati Monster, listens to heavy metal, and vacations at his own “Pelican” hotel in Miami. He once said “Diesel is not my company, it is my life” and we believe him. Diesel jeans are made only in Italy. Diesel’s style is genuine and progressive, sometimes even radical. But high quality is always on top.

Diesel introduces two custom denim seasonal collections each year: Fall|Winter and Spring|Summer. Each collection consists of about 20,000 models. The brand has its lines Diesel Denim, Diesel Male, Diesel for Females, Space Parts (a line of underwear and accessories), Diesel Leather, Diesel Kids and 55 DSL (a special line for skaters and snowboarders). In addition, the company owns the Diesel Shades line of sunglasses, as well as Diesel Perfume and Diesel Footwear. Diesel custom jeans can be purchased in 10,000 stores in 76 countries. A true Diesel Empire!