Diesel

The origins of the Diesel brand

The Diesel brand which owes its name to the fact that it is easy to pronounce in any language was created by the Italian Renzo Rosso. At the age of 15, when he was less interested in studies than in business, he heard about the first Italian institute teaching tailoring. The diploma being easy to obtain according to rumor, he registered quickly. At the end of his training, he joined Adriano Goldschlied's trouser manufacturing company as production manager. Not having much experience, Renzo Rosso was not taken seriously at first, so he suggested to Adriano Goldschmied that he work for a lower salary but with profit sharing. This arrangement was an exceptional source of motivation for Renzo which will allow the company to see its profits soar.

From jeans to Diesel leather jacket h2>

In 1978 Adriano and Renzo launched Genius group at the origin of Diesel jeans which was such a success that two years later the brand began to be exported. Renzo Rosso being at the origin of the success of the Diesel brand, he then bought the shares of Adriano Goldschmied. It was then that Renzo Rosso decided to diversify with Diesel perfume, glasses and even furniture, always with the same guideline. Diesel leather jackets are no exception to the rule. Wearing a Diesel leather jacket is the guarantee of being chic and original. Diesel knew how to make a difference with avant-garde cuts and fabrics. Wearing a Diesel men's jacket means being daring, as proof of this the Furp-Ed model will undoubtedly make you stand out from the crowd. Diesel also has impactful advertising campaigns. We remember his “Africa” campaign, which was awarded a golden lion. This featured Africa as a powerful and rich country. But this is just one example of the brand's creativity. Diesel wants to be an innovative brand with creative collaborators who are allowed all kinds of madness and new production techniques. Today the Diesel brand is present in more than 80 countries with 300 Diesel stores from Italy to the United States. Its jeans are always made exclusively in Italy, which is a guarantee of high quality. Moreover, many stars have adopted the brand, among them Justin Bieber who is a complete fan of Italian clothing and it is not uncommon for him to raid the Diesel Store in Toronto.