Diesel was considered a breaker of fashion rules

The founder of Diesel was Renzo Rosso and he set out to make the brand a leader in men's fashion. He surrounded himself with creative people and started by designing unique clothes that allowed the user to stand out from the crowd. He gave his designers the freedom to create stylish t-shirts that would be popular in different cultures.

Diesel was seen as a decisive element that did not respect the predicted trends and quickly developed its own style and loyal clientele. That's why Diesel has quickly become a leader in the development of styles, fabrics, manufacturing methods and quality checks for men's and women's jeans, ensuring the customer a product of exceptional quality. .

In 1991, the brand began to grow outside its home country of Italy and developed an international marketing strategy that led to its establishment in the UK and US markets. The brand has been able to develop gradually on all continents thanks to its wide distribution platform.

Although Diesel Jeans now outsources a large part of its jeans production, jeans production is still performed exclusively in Italy. The brand has ceded the name Diesel to third parties for the production of shoes, watches, eyewear and other jewelery, but t-shirts and jeans make up most of the turnover of the fashion houses.

The brand generates more than $ 350 million in sales each year, 15% of which comes from Italy. It owns 200 of its own outlets and also sells in quality boutiques and independent stores.