Diesel was founded in 1978 in a small town in northeastern Italy and has grown into a leading brand in clothing, footwear, and accessories.

The founder of Diesel, Renzo Rosso, once said, “We started with just selling jeans, and now we sell a lifestyle.” Diesel was founded in 1978 in a small town in northeastern Italy and has grown into a leading brand in clothing, footwear, and accessories. Renzo Rosso made his first pair of jeans at the age of 15, and by 20, he began working at Moltex—a Italian manufacturing company owned by the renowned denim guru Adriano Goldschmied. In 1978, they co-founded the Diesel brand, which at that time was just one of many denim brands. Although the business was successful, Diesel became a phenomenon only after Rosso took full control of the company. The founder completely transformed its approach to design. The brand’s success and popularity stem from its unique approach—putting creativity, freedom, and sexiness above profit. The collections are characterized by Italian craftsmanship, thoughtful design, and high quality. Today, Diesel boasts forty years of history, over 500 stores worldwide, and an annual turnover of more than 1.4 billion dollars.