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.

 

HISTORY

 

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.

 

THE COMPANY

 

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.