Diesel by Renzo Rosso – From farm boy to designer
Diesel – From farm boy to designer. This is how the success story of Diesel founder Renzo Rosso began. The Italian firmly believes that the right amount of passion will lead anyone to success, if you only believe in yourself and your goals and never stop dreaming. With this basic attitude Rosso founded the company in 1978 in Breganze, Italy, and since then has stood for cool, casual but also high-quality, luxurious denim fashion. He worked on the first used-look jeans himself by rubbing a pair of nondescript, boring jeans on the concrete floor until they took on a unique texture and molded softly to the body. He chose the company name because Diesel is the fuel, this is to describe the company’s determination and innovative thinking.
Diesel – jeans fashion from Italy
Italian Renzo Rosso bought a 40 percent stake in Moltex, a textile company owned by Italian jeans entrepreneur Adriano Goldschmied, in 1978 and changed the name to Diesel in 1979. That same year, he announced his first men’s collection, which focused on denim. Originally based in Molvena, the company moved to the neighboring town of Breganze in 2002. In the late 1980s and early 1990s, “Saddles” were the best-selling Diesel jeans. A “Saddle” is a pair of jeans with wide legs, narrow ankles and five pockets.
The youthful 55DSL collection was founded in 1994, but was discontinued in 2015 when it was merged with the main Diesel collection. In 1996, the first flagship stores of the Diesel brand opened in the fashion capitals of New York, Rome and London, and in 1997 the first Diesel online store went online. In 2007, the range was expanded to include a more expensive Diesel Black Gold collection for men and women. Today, Diesel has over 5,000 distributors in more than 80 countries, including around 400 of its own Diesel boutiques. Since summer 2013, Nicola Formichetti, former stylist and chief designer for Thierry Mugler’s Lady Gaga, has taken over overall creative direction of the fashion brand as Artistic Director. Previously, Diesel did not hold a chief designer position. The brand has also become known primarily for its provocative and ironic communications. Over the years, Diesel’s campaigns have not only shocked, entertained and delighted, but also won awards.
The Jeans Revolution
- Boyfriend (for women only)
- Wide (for women only)
Perfume: Diesel Only the Brave
“Diesel Only the Brave” the classic – A men’s perfume from the fragrance family Amber Woody. A strong fragrance that exudes self-confidence. The top notes are amalic lemon and mandarin orange, heart notes include violet, Virginia cedar and coriander and base notes are composed of amber, leather, benzoin resin, French ladan resin and styrax. These numerous components were carefully created by the three fragrance designers Massenet, Pierre Wargnye and Olivier Polge.
Upcycling: Sustainable Fashion
Andrea Rosso, Diesel Sustainability Ambassador and Upcycling Artistic Director and son of founder Renzo Rosso presented “Diesel Upcycling For 55DSL” in Milan. This is the company’s first upcycling capsule collection, which will change designers and brands twice a year. The collection is part of Diesel’s sustainability strategy, which was presented together with ECO Age at Men’s Fashion Week in January 2020.
Collaborations Coca Cola & Neymar Jr.
Diesel has cooperated, among others, with the brand Coca Cola and the soccer star Neymar Jr. This has resulted in a sustainable streetwear collection consisting of jeans, jackets, hoodies and T-shirts and a perfume that stands for masculinity and courage.
Coca Cola: Sustainable streetwear
Italian denim brand Diesel has teamed up with Coca-Cola to create Re (Collection). Re (Collection) is a denim and streetwear capsule collection made in part from recycled PET bottles. From everyday jeans and denim jackets to cozy hoodies and t-shirts, each piece in the collection is adorned with the iconic Coca-Cola logo, creating a unique connection to Diesel’s casualwear aesthetic.
Neymar Jr: His story in a perfume
The new perfume “Spirit of the Brave” was created in collaboration with the Brazilian soccer star Neymar. This collaboration reflects Diesel Fragrance’s vision of modern masculinity and courage. It is also a kind of testimony to Neymar Jr.’s journey from his childhood as a soccer player in the poor settlement of Jardim Gloria in Praia Grande to his worldwide fame. If there is one person who knows what it takes to be successful, it is Neymar Jr.
Milan fashion show
For the fall collection Andreas Melbostad relied on elongated silhouette of Diesel, the first time for Diesel. The collection looks casual, cool and romantic, with a touch of power and a fast, stomping rhythm. Under long knit sweater dresses and slim leather zip-up maxi skirts, models wore soft suede sneakers for a fast glide.
Diesel Black Gold Collection Autumn Winter Ladies
Check out the entire fashion show from 2017 here!