Diesel

Diesel is an innovative international design company, producing a wide-ranging collection of jeans, casual clothing and accessories. Diesel is a leader in pioneering new styles, fabrics, manufacturing methods and quality control to guarantee an outstanding product.

When Renzo Rosso founded the company in 1978, he wanted it to be a leader, a company that took chances and carved out a niche for itself in its field. He surrounded himself with creative, talented people - innovators who, like him, rejected the slavish trend following typical of the fashion industry. He wanted to create the most dynamic and imaginative product available anywhere: he gave his open-minded design team broad stylistic freedom, and their mission was to create an apparel line perfect for independent people who follow their own unique path in life and for those style-makers who express their individuality by the way they dress.

Diesel design does not follow established trends. It is largely unaffected by fashion fads; it is innovative and at times a bit radical, but it always shows careful attention to detail and focus on the selection of quality materials and production techniques. Diesel collections effectively precede trends and do not respond to them, with a constant emphasis on quality. The independent working methods within the company translate to a lifestyle attitude - the Diesel way.