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In 1978, Renzo Rosso founded Diesel with the intention of creating the most innovative denim in the world. In the midst of a global oil crisis, during which diesel was considered an alternative fuel, Renzo liked the idea of his brand being known as an alternative pants brand, in contrast to the predominant casual wear giants that had come before. Renzo intended to reach the entire world from the beginning of the brand, making the word “diesel”, an international term pronounced equally around the world, the perfect name for his venture. It has currently become a reference in the fashion world.

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