Diesel was founded by Renzo Rosso in 1978 with the vision of creating innovative denim products. The brand name was inspired by the oil crisis of the time, with “diesel” symbolizing alternative energy. Rosso aimed to set his brand apart from mainstream casual wear and reach a global audience. He chose “Diesel” because it was easy to pronounce and understand in any language. The slogan “For a successful life” captures the essence of Diesel’s brand identity.
Through creative and provocative advertising campaigns, Diesel has solidified its position as a leader in both fashion and communications. The brand has consistently challenged the status quo, carving its own path. Diesel now has a strong global presence, with over 5,000 points of sale and more than 400 monobrand stores, including 37 in the USA. Since its founding, Diesel has produced over 2,000 different types of washed denim.
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