Diesel Logo

Diesel’s origins began in Molvena, Italy 1978, when Renzo Rosso and his business partner Adriano Goldschmied established the brand. The company’s original name was “Diesel Jeans and Clothing,” and making denim clothes was its main objective.

Growing up in a farming family, Renzo Rosso was early interested in business and design. He began his career as an employee at a nearby textile factory, where he learned a lot about making clothes.

Using cutting-edge techniques for denim treatment, the brand initially concentrated on producing high-end denim jeans. The business soon established a reputation for creating fashionable and high-quality denim apparel.

1985 was a pivotal year for the company. After purchasing his partner’s stake, Renzo Rosso took complete control of the business, which enabled him to accomplish his goals for the brand.

Late in the 1980s, the label started adding clothing and accessories to its lineup in addition to denim. The business also began experimenting with unorthodox marketing techniques, which it eventually adopted as a trademark.

The first global advertising campaign, “For Successful Living,” began in 1991. Thanks to this thought-provoking and humorous campaign, the company gained exposure and solidified its status as an inventive and nonconformist.

The brand began a vigorous international expansion during the 1990s. Stores opened in major global cities, including Tokyo, London, and New York. Additionally, the business increased its output by establishing plants abroad.

The company made history in 1996 when it unveiled its website, becoming one of the first companies in the fashion industry to have an online presence.

The business purchased a majority share in Staff International in 2000. Staff International is a manufacturer and distributor of high-end apparel. This acquisition increased the business’s market share in the high-fashion sector.

Diesel Black Gold, a premium collection with more upscale and pricey apparel, was introduced in 2007.

The company celebrated its 30th anniversary in 2008 with worldwide lavish celebrations, underscoring its international standing.

2010 was a year of diversification for the firm. The business increased its market share in the lifestyle sector by introducing Diesel Living, an interior décor and furniture brand.

In 2013, Renzo Rosso gave Nicola Formichetti, a former stylist for Lady Gaga, the company’s creative direction. This appointment opened a new chapter in the firm’s design development.

With the introduction of the “Diesel Denim Master” campaign in 2015, the brand returned to its origins and highlighted its proficiency in handling denim fabric.

The business and the well-known dating service Tinder began working together in 2016 to produce a capsule wardrobe line. This cooperation represented the brand’s aim to be relevant to a younger audience.

2017 Renzo Rosso returned to a more active role in the creative process. He named new creative directors for the men’s and women’s apparel collections to revive the company’s original and rebellious character.

The “Ha(u)te Couture” campaign, which parodies the culture of fake products, was introduced in 2018. The company set up a pop-up shop on Canal Street in New York, selling authentic merchandise with the word “Deisel” purposefully misspelled.

The retail strategy was renewed in 2019. The business started developing concept stores to offer customers a distinctive shopping experience by fusing digital technologies with conventional retail.

Despite international difficulties, the company increased its online presence in 2020 by introducing several digital projects, including interactive online stores and virtual fashion shows.

Glenn Martens was appointed as the new creative director in 2021. With this appointment, the firm’s design evolution entered a new phase that combined creativity and reverence for the brand’s history.

Under Martens’ direction, the company debuted its first collection at Milan Fashion Week in 2022 to resounding applause from reviewers, confirming its ascent to the forefront of the industry.

Additionally, the firm increased its market share in the luxury market by creating the Diesel Black Gold line and working with well-known designers and companies.

By developing interactive content and viral campaigns, the brand aggressively used social media and digital marketing to draw in a younger audience.

The company continued its worldwide expansion, boosting its online retail presence and adding new locations in key markets.

The firm has stuck to its core values of creative design and unorthodox marketing. The business has released thought-provoking ad campaigns that frequently provoke debate and public discussion.