Diesel

Summary

Diesel is a pioneer in denim and casual fashion.. acclaimed for moving outside and ahead of trends in its industry. While retaining its DNA.. in recent years Diesel has evolved into the world of premium casual wear.. becoming an alternative to the established luxury market. Diesel thrives on change: every new product derives from a process of creative freedom that ensures constant innovation.

The collections include Diesel, Diesel Black Gold and Diesel Kid. However Diesel is not just apparel and denim: it is a lifestyle which has been interpreted through licenses with leading brands to develop watches and jewellery.. eyewear.. fragrance.. helmets.. strollers.. and a Living Collection. The brand is present in more than eighty countries with five thousand points of sale including more than four hundred company owned stores.

History

Diesel founder Renzo Rosso designed jeans on his mother’s sewing machine, at fifteen, which he wore and also sold to his friends. Experiencing appreciation and success, he attended an industrial textile manufacturing high school in Padua following which in 1976 he began working for clothing manufacturer Moltex. In two years, he took a loan from his father to purchase forty per cent holding in the company, changed its name to Diesel, and marketed jeans under the brand. Rosso bought out owner Goldschmied’s interest in Diesel in 1985 for reported US $500,000, becoming sole owner of the company.

In 1990, Russ Togs, Inc. received the license to market and distribute Diesel in the United States and Mexico and Mitsubishi in Japan. The following year, Russ Togs sold Diesel Sportswear to Rosso and ended the licensing deal. As a result of Russ Togs’ collapse, Diesel placed its made-in-Italy denim and clothing in the US stores. In 1992, Diesel became the title sponsor for World Superbike racing circuit. In 1995, the brand launched one of the first significant fashion retail websites. The first Diesel jeans to be sold online were available in Finland and Sweden in 1997 following which the brand opened a virtual store that allowed home delivery for other markets.

In 1999, Diesel opened flagships in New York, San Francisco, Rome and London and mono-brand stores to augment its points of sale in department and multi-brand retail stores. ‘StyleLabs’ opened which retailed higher end fashion beyond traditional denims. The company won Premio Risultati award for Best Italian Company of the Year from Bocconi Institute in 1996. In 1998 The Wall Street Journal described Diesel as ‘the label of the moment’. There was no looking back. In 2001 the brand launched a reported $15 million print campaign with denim- clad black models lounging in limos or across mahogany desks , featured in a fictitious African newspaper that carried headlines”African Expedition to Explore Unknown Europe by Foot”. It won that year’s Grand Prix at the International Advertising Festival, Cannes. In 2005 Diesel released ‘Fifty’, an illustrated history of the brand, to celebrate Rosso’s fiftieth. Through holding company ‘Only The Brave’ Rosso snapped up majority stake in fashion houses including Paris-based Maison Martin Margiela, Amsterdam-based Viktor and Rolf and Milan-based Marni. Group revenues for 2012 reportedly hit $2 billion.

Diesel’s denims are produced exclusively in Italy and the other products made in out-sourced factories. At the turn of the century, the company began licensing its brand to retail manufacturers, in order to create new product categories including Diesel Eyewear in collaboration with Marcolin, Diesel Watches in partnership with Fossil, a fragrance line in alliance with L’Oréal and Diesel Living in collaboration with Moroso, Seletti, Scavolini, Foscarini and Berti. In 2012, Rosso attempted to purchase Valentino, put up for sale by private equity firm Permira. He was reported runner-up in the bidding, losing out to an investment vehicle supported by Qatar’s royal family. Currently the brand has three distinct lines — Diesel, Diesel Black Gold and Diesel Kid.

In 2012,Rosso was listed on the Forbes list of billionaires. However life threw a twister and Diesel USA Inc filed for bankruptcy, blaming mounting losses, expensive leases and cyber fraud. In a court filing, Chief Restructuring Officer Mark Samson said Diesel USA has no plans to close but intends to exit some of its stores; the brand’s three-year business plan envisions more profitable stores, improving its product lines and working with social media influencers to attract new customers. A successful reorganisation would enable Diesel USA to operate as an iconic and profitable brand, per Samson.

Today, Belgian designer Glenn Martins is Creative Director. Per a company release, he stated, “I am extremely honored and excited to join the Diesel family. Synonymous with radicality, honesty, and optimism, Diesel helped shape the way we see the future. Its unique voice has made it an undeniable icon. Today, more than ever, I feel the need to celebrate these founding values, to build bridges through a message of hope.”

Vision

Diesel’s vision is to be a bold, innovative, and disruptive force in the fashion industry, staying true to the values of passion, individuality, and self-expression that have defined the fashion brand since its inception in 1978. Despite its remarkable global growth, Diesel remains steadfast in its commitment to the founding principles, striving to design clothing that empowers individuals to express themselves authentically. This dedication to self-expression is evident in the brand’s distinctive style, which fuses avant-garde design with a rebellious spirit, making Diesel a symbol of fearless creativity and innovation.

The essence of Diesel’s vision is encapsulated in its approach to fashion as more than just clothing; it is a form of personal storytelling and a declaration of individuality. Each collection is crafted to inspire confidence and boldness, allowing wearers to communicate who they are without conforming to conventional norms. Diesel’s provocative campaigns and collaborations with artists, designers, and cultural icons further reinforce this vision, challenging societal expectations and pushing the boundaries of fashion. The brand’s unconventional ethos resonates with those who see fashion as a medium for self-expression, a way to make a statement, and a platform to celebrate diversity and creativity. Diesel’s vision, therefore, is not just about what people wear, but about how they express themselves and the stories they choose to tell through their style.

As Diesel continues to evolve, its vision remains focused on blazing new trails in the fashion world while staying true to its rebellious roots. The brand is dedicated to fostering a culture of innovation, whether by experimenting with sustainable materials, embracing digital advancements, or exploring new artistic collaborations. Diesel’s commitment to authenticity and originality ensures that it remains a trendsetter and a source of inspiration for those who defy convention and seek to make their mark. By continuing to champion individuality and self-expression, Diesel not only honors its past but also sets the stage for a future where fashion is a powerful tool for personal and cultural expression, inspiring generations to come to live boldly and authentically.

Mission Statement

Diesel’s mission is to design apparel and accessories that resonates with individuals who are fearless in their pursuit of self-expression and authenticity. The fashion brand is dedicated to creating apparel that goes beyond mere fashion; it serves as a canvas for those who choose to define their own style and follow their unique paths in life. Diesel’s collections are crafted to empower people to make bold statements, break away from conventional trends, and celebrate their personal identities. Each piece is designed with the intention of helping wearers communicate their distinct perspectives and attitudes, making Diesel a choice for those who refuse to be boxed into one category or follow the mainstream.

At the heart of Diesel’s mission is the belief that fashion should be a reflection of individuality and personal freedom. The brand strives to cater to style-makers who use their clothing as a form of self-expression, embracing the idea that true style is not dictated by what is popular but by what feels authentic to the wearer. Diesel’s commitment to quality, innovative design, and edgy aesthetics allows it to create clothing that is not only stylish but also meaningful and empowering. Through its unique approach, Diesel inspires people to embrace their differences and express their inner confidence, turning fashion into a powerful tool for self-discovery and self-assertion.

Products and Services

Diesel is praised for its bold approach to fashion, offering apparel, accessories, footwear, and fragrances. The brand’s core product line features high-quality denim, which has become synonymous with Diesel’s identity. Known for its distinctive washes, cuts, and attention to detail, Diesel jeans cater to a wide audience, offering everything from classic fits to contemporary, experimental styles. Alongside denim, Diesel’s apparel collections encompass a variety of casual and ready-to-wear items, such as graphic tees, jackets, and knitwear, all designed to reflect the brand’s edgy and rebellious spirit. Each piece is crafted with premium materials and a focus on innovative design, making Diesel a go-to label for those who value style, quality, and individuality.

In addition to its extensive clothing line, Diesel offers a range of accessories and lifestyle products that further reinforce its brand identity. The accessory collection includes bags, belts, wallets, and eyewear, each characterized by Diesel’s signature blend of rugged sophistication and modern aesthetics. The brand also ventures into the realm of luxury with its high-quality watches and jewelry, designed to complement the bold attitude of its apparel.

Diesel’s fragrance line offers a selection of distinctive scents that embody the brand’s daring and dynamic personality. Beyond products, Diesel engages its audience through unique retail experiences and collaborations with artists and designers, creating a lifestyle brand that extends far beyond traditional fashion boundaries. By offering an array of products and services that resonate with its core values, Diesel continues to inspire and connect with its global audience.

Awards and Recognition

Diesel, an iconic fashion brand, is renowned for its distinctive approach to style and innovation, seamlessly blending edgy designs with premium quality. Since its inception in 1978, Diesel has established itself as a symbol of rebellious self-expression, catering to a youthful and trend-conscious audience. Its commitment to breaking norms and redefining casual wear has garnered a loyal global following, making Diesel a household name in the fashion industry. Known for its avant-garde advertising campaigns and unique denim craftsmanship, the brand has consistently maintained its status as a leader in the fashion world, earning recognition for pushing creative boundaries while staying true to its core identity of individuality and boldness.

The Team

CEO: Massimo Piombini
Creative Director: Glenn Martens

References

• Official website Diesel
• Renzo Rosso Joins Ranks Of Forbes Billionaires Forbes
• Inside Diesel, Renzo Rosso’s $3 Billion Fashion Empire
• LinkedIn profile of Diesel LinkedIn
• Diesel limited edition jeans modelled by Daisy Lowe go on sale Telegraph
• Glenn Martins Vogue
• Wine and Jeans World Crunch
• Twitter profile of Diesel Twitter
• Diesel, jeans company known for pricey denim, goes bankrupt CBS News
• Facebook profile of Diesel Facebook
• Diesel Files for Bankruptcy Protection WSJ
• Instagram profile of Diesel Instagram
• “Be Stupid,” Says Renzo Rosso Forbes
• Wikipedia profile of Diesel Wikipedia
• Renzo Rosso and family Forbes
• Inside Diesel’s reboot BoF
• Diesel out of fuel NY Post
• Youtube profile of Diesel YouTube
• Diesel USA Bankruptcy: What Does It Mean For The Jeans Retailer? IB Times
• Ducati Monster Diesel launched New Atlas