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 leads everyone 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 an inconspicuous, boring pair of jeans on the concrete floor until it acquired a unique structure and nestled softly against the body. He chose the company name because Diesel is the fuel that describes the company’s determination and innovative thinking.
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The brand’s first stores opened in Rome, New York and London in the 1990s. Today, Diesel has more than 400 of its own stores worldwide. In addition to fashion, the company is also dedicated to wine production on its own Diesel farm in Italy. Here, the idyllic cultivation of grapes and grazing cows contrast with the creations of the cool fashion label.
Facts about Diesel
Diesel stands not only for a relaxed and casual attitude, but also for high quality, luxury jeans fashion.
- Founded by Renzo Rosso in 1978
- The brand’s first stores opened in Rome, New York and London in the 1990s
- The company also devotes its time in the production of wine