FROM A PIONEERING JEANS & CASUAL BRAND TO A GLOBAL LIFESTYLE ICON
Diesel has long been a leading pioneer in denim and casual fashion, known for moving outside and ahead of trends in its 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. Continually attracting new fans from all around the world the label’s cult spans ever farther from the tranquil rolling hills of Molvena in northern Italy home of the company\'s world headquarters. Despite Diesel’s extraordinary growth its philosophy is the same as when Renzo Rosso created it in 1978: he envisaged a brand that would stand for passion individuality and self-expression. Today Diesel continues to blaze its own trail. “Diesel Planet” has a population of 5,000 uniquely different people; this colourful cosmopolitan crowd shares a passion for adventure and experimentation in every field from fashion design and graphics to store interiors retail and marketing. Diesel thrives on change: it produces no less than 3,000 new products each season and each one derives from a process of enormous creative freedom thus ensuring constant innovation.
DIESEL = CREATIVITY & COMMUNICATION
There’s a unique characteristic flowing through each Diesel product from clothing to ad campaigns. This approach is made possible by extraordinary teamwork behind the scenes. The Diesel Creative Team headed by its long-time Creative Director Wilbert Das comprises not only those who design clothing but also the talents behind graphic design advertising events & shows interiors store windows and websites. Together they create the Diesel universe.
All Diesel collections start with an inspirational journey. The Creative Team jets off to far-flung corners of the world seeking stimulation from any-and-all elements: antique modern or super-futuristic there are truly no limits to what is explored. The designers return with notes photographs and objects which are then moulded into a collection theme during a lively brainstorming session. Another famous aspect of the Diesel creativity is its advertising. Diesel’s early catalogues were extremely eclectic and have long been cult objects in design circles. From the early 1990s to the present day Diesel’s Creative Team has executed the legendary For Successful Living advertising campaigns in collaboration with a variety of talents some of whom were obscure and unknown while others were among the most famous names in the field of fashion photography. While Diesel’s print ads continue to generate controversy from 1992 to 2004 the company also made a daring series of advertising films that are regarded as landmarks in the fashion business. Diesel’s ads have generated shock laughter and disbelief, as well as shelf-loads of awards, as the Gold, Grand Prix, and Advertiser of the Year awards at the prestigious Cannes International Advertising festival. The ingredients of Diesel ads remain the same today: irony, provocation intelligence and sex appeal. Whilst never concealing the fact that it is ‘selling’ Diesel treats consumers as intelligent human beings who appreciate a thought-provoking message over a simple one. In fact Diesel has enjoyed such a strong and intimate dialogue with its consumers: more than half a million of them are members of the Diesel Cult joining via the company's website. Diesel has won praise and even more awards for its work in the virtual world. Diesel.com launched in 1995 has pioneered many innovations in new media marketing and today provides a rich interactive immersion into the Diesel Planet.
Renzo Rosso created the Diesel brand in 1978 choosing the name because it is easy to understand pronounced the same way around the world and has a rugged feel about it at that time Diesel was also considered an “alternative energy” so it was representative of an alternative taste in casual wear. In 1985 Renzo Rosso acquired sole control of Diesel and surrounded himself with an international team of talented designers and staff including the addition in 1988 of current Creative Director Wilbert Das. Diesel launched its first ‘For Successful Living’ advertising campaign in 1991 instantly establishing a reputation for innovative marketing. The brand’s first flagship stores in New York Rome and London opened in 1996. In 2000 Diesel acquired Staff International an Italian manufacturer and distributor of international designer labels. Two years later Renzo Rosso became a majority shareholder of Maison Martin Margiela.
Diesel is a truly worldwide organisation. From its headquarters in Breganze it directly manages 18 subsidiaries across Europe Asia and the Americas. It is now present in more than 80 countries with 5,000 points of sale including more than 500 company owned stores. Diesel is part of the holding Only the Brave which also incorporates 55DSL - a brand strongly linked to street wear and urban culture Staff International – an Italian company that manufactures and distributes brands such as Diesel Denim Gallery Maison Martin Margiela DSquared2 Vivienne Westwood Viktor & Rolf and Marc Jacobs Menswear - and controlling majority of stakes in Maison Martin Margiela and Viktor and Rolf. Renzo Rosso remains a strong supporter of ‘made-in-Italy’ manufacturing continuing to produce a high percentage of Diesel collection in Italy Staff International itself is one of the top 20 leading manufacturers of Italian luxury apparel.