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VINTAGE VIBES

In 1978 Renzo Rosso founded Diesel with the intention of creating the most innovative jeans 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 jeans brand, in contrast to the prevalent casual wear giants that emerged before him. Renzo intended to reach the whole world since the beginning of the brand, making the word “diesel”, an international term also pronounced worldwide, the perfect name for his enterprise. Since its inception, Diesel has used “For Successful Living” as a slogan for the brand's DNA. Through a long and historic history of strong, ironic and playful campaigns, Diesel has become a leader not only in fashion but also in advertising. Where the world was going, Diesel was also going and, in these 35 years since its foundation, the brand still embraces the same motto. Diesel has more than 5,000 points of sale worldwide, with more than 400 mono-brand stores.