Diesel, Italy - Victory against the tide

In Europe in the 1950s, every young man wanted to have a pair of American-made jeans, such as LEVIS, but today in the United States, Diesel's share of the “custom jeans” market share has exceeded LEVIS.

RENZO ROSSO said that Diesel cannot exceed LEVIS in terms of total sales, because this is not his dream. Diesel in his mind should be a cool brand. But the name Diesel itself still reveals the ambition of RENZO ROSSO: When he started his own brand, he wanted a name that was pronounced the same in every language in the world. Then there was Diesel.

Diesel - Brand History

The Italian brand Diesel was founded in 1978 by Renzo Rosso. Diesel - This name gives a very international feeling. Diesel's pronunciation is the same in every language in the world.

In 1979, the Diesel men's collection was born. In 1984, Dieselito was born (later renamed Diesel Kids).

In 1985, Renzo Rosso repurchased the Diesel brand completely. The subsequent Diesel began to become more personality and even crazy. Renzo Rosso said: "The antiques gave me inspiration. I was the first person to bring the second-hand clothing style to this field."

In 1989, Diesel was born.

In 1995, Diesel began to get involved in accessories. At that time, he introduced a popular sunglasses - the strange shape of "Sister Yes".

About Diesel, Renzo Rosso will tell you: "Diesel is not my company but my life."