Diesel: Quick History
Here's a Diesel quick history for you interested fans of the line. Diesel S.p.A (Società per Azioni) or Diesel is an Italian clothing company that is known for their denim jeans and other products for young adults. The company has existed for over two decades and continues to be considered on the forefront of fashion. Diesel is a very diverse business; it produces many different commodities from watches to olive oils.
Renzo Rosso and Adriano Goldschmied began the Diesel company in 1978. By 1988, Rosso became the sole owner of the brand and hired Wilbert Das- a new graduate-as a designer. Das is the Creative Director and lead designer for the Diesel brand.
Diesel began with clothing, but has expanded to include: footwear, intimates, jewelry, and fragrances. The three major collections from the brand include: the original Diesel, Diesel Black Gold, and Diesel Kid. Although Diesel has produced watches, book bags etc., the most popular item sold continues to be their denim jeancollection.
Molvena, Italy is the location headquarters for the fashion brand. The first Diesel store was opened on 1996 in New York City. Mila, Italy is the location of the largest Diesel store. Diesel Stores and retail outlets combine for more than 4000 merchants that carry the brand. Diesel-brand stores include locations in America, Sweden, Saudi Arabia, and other countries throughout the world.
Diesel has branched outside the clothing industry to become involved in music, farming and furniture. The D: U: M (Diesel:U:Music) mission is to support unsigned musical acts and showcase their work. The Diesel Farm produces quality wines and olive oils.
Diesel continues to surprise one and all with their unusual and controversial ad campaigns. The brightly colored ads combined with quirky images continue to push the forefront of advertising in the fashion industry. An example is their “Sex sells” and "Be stupid’ campaigns.