“Beginning as a company focused on making quality clothing, Diesel has become part of the youth culture
Diesel is an innovative international design company, producing a wide-ranging collection of jeans, casual clothing and accessories. Diesel is a leader in pioneering new styles, fabrics, manufacturing methods and quality control to guarantee an outstanding product. The company is present in over 80 countries with over
5,000 points of sale and 270 single-brand stores.
When Renzo Rosso founded the company in 1978, he wanted it to be a leader, a company that took chances and carved out a niche for itself in its field. He surrounded himself with creative, talented people - innovators who, like him, rejected the slavish trend following typical of the fashion industry. He wanted to create the most dynamic and imaginative product available anywhere.
Diesel’s milestone’s are as follows; 1978 (creation of the Diesel brand name), 1985 (Renzo Rosso’s complete acquisition of the company), 1990 (inception of the global marketing strategy), 1996 (Diesel’s first flagship store on New York City’s Lexington Avenue) and 2000 (acquisition of Staff International).
Today Diesel is an international concern with a consolidated turnover of over 950 million euro, 85% of which is generated outside Italy. The Headquarters are located in Molvena (Vicenza), in North Eastern Italy, where the company manages 15 subsidiaries across Europe, Asia and the Americas.
Diesel design does not follow established trends. It is largely unaffected by fashion fads; it is innovative and at times a bit radical, but it always shows careful attention to detail and focus on the selection of quality materials and production techniques. Diesel collections effectively precede trends and do not respond to them, with a constant emphasis on quality. The independent working methods within the company translate to a lifestyle attitude - the Diesel way.
Diesel’s main product lines are:
Diesel – an extensive casual prêt-a-porter male and female seasonal collection, mainly focused on denim,
which is full of unique details and new washes, treatments and finishes. The 5 pocket range showcases over 40 different models and 50 washes every year.
Diesel Kids – a clothing collection for babies (3-24 months) kids (2-10 year-old) and teens (6- 16 year-old), who love the thrill of exploration. Bright colors, confident modern lines – gutsy clothing for a gutsy generation.
The Diesel line is completed by a wide range of accessories: bags, small leather goods, belts, hats, gloves etc. in line with the seasonal creative theme, to offer a true total look.
Diesel has grown from a simple jeans and clothing company to a major fashion brand, offering maximum creativity and innovation. Licenses are a natural way to expand the offering to the final customer. Diesel’s licensed products are 100% Diesel: they represent accurately the ethos, design, and spirit of the company.
Present license agreements include: Diesel Shades, Diesel Shoes, Diesel Time Frames, Fragrances and cosmetics, Writing Tools and the newest Diesel Jewellery.