Diesel S.p.A. is an Italian retail clothing company,
located in Breganze, Italy. It sells denim, and other
clothing, footwear, and accessories. The clothing line has
two different brands: Diesel and Diesel Black Gold.
The company is known for its surreal advertising campaigns.
While the most popular Diesel apparel item has been denim wear, the
company has expanded to include additional forms of clothing. The company
has created leather jackets, and other items. In 1998, Diesel
founded an offshoot label called Diesel StyleLab, which produced higher
end fashion designs beyond more traditional denim jeans. In the
2000s, the company began to license its brand to other retail
manufacturers, in order to create new product categories.
As of 2003, Diesel had three distinct fashion lines, “Diesel Style Lab,
the most pricey fashion-forward designer label; Diesel, a fashion brand
that still focuses heavily on denim, and 55DSL, the board sport-inspired
streetwear line that blends fashion and function. Style Lab and
55DSL are now defunct.
Learn more about the
men's Diesel fashion
brand at their website.
Diesel founder Renzo Rosso began stitching jeans on a
sewing machine at the age of fifteen. He used his mother’s sewing machine
to produce low-riding, bell bottomed jeans, which he would wear himself
and sell to his friends. He later attended an industrial textile
manufacturing college in Padua.
In 1976 Rosso began working for a clothing manufacturer called Moltex,
which was owned by Adriano Goldschmied. After working with the company for
two years, he used a loan from his father to buy a 40% holding in the
company, which changed its name to Diesel, and marketed jeans under the
Diesel brand and many others. Rosso bought out Goldschmied's
interest in the Diesel brand name in 1985, becoming the sole owner of the
In 1996, Diesel opened large flagship stores in New York City, San
Francisco, Rome, and London, and began to open other mono-brand stores for
Diesel in order to augment its points of sale in department and other
multi-brand retails stores.
Diesel founder Rosso began purchasing additional fashion companies in
2002, under the parent company Only The Brave, which Diesel was brought
under as well.
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