diesel
diesel
DIESEL
 

From his humble roots in the Italian countryside, Diesel’s founder, Renzo Rosso has created one of the world’s most iconic brands. Known initially for their denim, this legendary fashion house has expanded over the decades to launch a whole collection of fragrances for men and women. Just like everything from this vivacious, stylish designer, each scent in the range is vibrant and liberating.

THE MAN
 
Givenchy Brand
Renzo Rosso was born on the 15th of September 1955 in the north-eastern region of Veneto. He was born into a farming family but studied industrial Textile Manufacturing at the Marconi Technical Institute in Padua.
 
At 15 he produced his first low-waisted, bell-bottomed jeans using his mother’s singer sewing machine. Rosso later became known as ‘Jeans Genius’. Rosso dropped out of the University of Venice in 1975 and started at Moltex, the local clothing company, as Production Manager.
 
The parent company of Moltex was the Genius Group who was run by Adriano Goldschmied. When Rosso tried to leave Moltex after he had exceeded all expectations Goldschmied offered him a 40% stake and agreed to form a new company together; Diesel.
THE BRAND
 

Diesel is an alternative clothing, footwear and accessory company that aimed to be recognised globally, thus the name. Focusing on Denim, Rosso began experimenting with different treatments on fabrics. Rosso’s creativity combined with hiring a small group of likeminded designers gave significant growths. In 1991 the company launched its first international marketing campaign, ‘Guided for successful Living’. The campaign received a lot of positive coverage and in 1992 won a Grand Prix at the Cannes Lions International Advertising Festival. The company expanded into oil and wine, gaining him the approval of his father.

Diesel joined many of the big fashion house’s such as Armani, by opening a hotel. The building was a historical Art Deco from 1939, the venture was listed by British daily newspaper The Independent as one of worlds ‘best fashion hotels.’ Diesel continued to revolutionize, embracing the internet years before other fashion brands. Rosso also opened several stores styling each store independently occasionally collaborating with artists. Famously with Stephen Sprouse who was a graffiti artist. In 2002 Rosso collaborated with Karl Lagerfeld on a denim collection, it consisted of five pieces which were presented at Paris Fashion Week. In the first week 90% of the collection had been sold. In 2007 in partnership with L’Oreal, Fuel for Life, the first Diesel fragrance was launched. Today Diesel has over 400 stores world wide and two lines, Diesel and Diesel Black and Gold. Diesel Black and Gold being the luxury ready to wear line that was launched in 2008.

LAUNCH HISTORY

Behind The Brand – Diesel