Brand Diesel

In 1978, Renzo Rosso started Diesel with the intention of creating the
world’s most innovated denim. Amidst a worldwide oil crisis, during which
diesel was considered to be an alternative fuel, Renzo liked the idea of his
brand to be known as an alternative jeans brand, in contrast to the prevalent
casual wear giants that had come before. Renzo intended to reach the
entire world since the brand’s very inception, making the word “diesel,” an
international term pronounced equally all over the world, the perfect name
for his endeavor. In 1978, Renzo Rosso started Diesel with the intention of
creating the world’s most innovated denim. Amidst a worldwide oil crisis,
during which diesel was considered to be an alternative fuel, Renzo liked
the idea of his brand to be known as an alternative jeans brand, in contrast
to the prevalent casual wear giants that had come before. Renzo intended
to reach the entire world since the brand’s very inception, making the word
“diesel,” an international term pronounced equally all over the world, the
perfect name for his endeavor.
Brand Philosophy, Value
and Inspiration
DIESEL = CREATIVITY & COMMUNICATION

There’s a unique characteristic flowing through each Diesel product, from clothing
to ad campaigns. This approach is made possible by extraordinary teamwork
behind the scenes. The Diesel Creative Team comprises not only those who
design clothing, but also the talents behind graphic design, advertising, events &
shows, interiors, store windows and websites. Together, they create the Diesel
universe
Goals
1. Gradually switch to using sustainable materials (Brave Materials) in the production line by 2% every year .

1 Invest !rst year’s pro!t to second and the second into the third etc.

2. Make the brand more sustainable .

1 Make sustainability as part of the Diesel lifestyle

2 Create awareness about Brave Materials .

3 Use controversial communication .

4 Educate the current stakeholders about sustainable fabrics, usage and manufacturing process.

.5 Advertise, show and use great designs for a range from the new sustainable fabrics (eg. by using their natural colour characteristics to
show the wear) 2.5.1 by the tenth year 45% from the whole collection will be made from sustainable fabrics .6 Collaborations with people
from other !elds (textile engineers, scientists, designers and communities) .7 Expanding the consumer group to people who buy for the
sustainable quality of a brand 3. Change the mindset of the current target group .1 Sustainability should be integrated into the mindset of
Diesel lifestylesustainability is a risky business, so be brave .2 Analyse current mindset and new mindset towards ‘sustainable fashion’
The main concept of this plan is to make sustainability part of the Diesel lifestyle, quietly introducing it into the consumer’s everyday
choices as to not frighten them with the idea that ‘sustainable fashion’ is ugly and can never look or feel good.
Product line
Diesel has never promoted a ‘total look’, and its consumers are invited to choose
from over 3000 products each season to combine in any way imaginable to create
their own personal style.

Diesel – Premium casual apparel for men and women; each collection features
unique details and unusual treatments and finishes. The line is truly vast, including
all types of apparel, knitwear, leathers, while denim still remains a crucial element.
The 5 Pocket range showcases over 40 different models and hundreds of washes
every season.

Accessories - Diesel clothing is complemented by a wide range of bags, luggage,

shoes and small leather goods, all in line with the unique and independent
approach of the brand. Its latest development is an innovative collection called
Diesel Intimate: underwear and beachwear characterized by unique and original
touches.

Diesel Black Gold made its debut in NY on February 2008, showcasing high-end
collections of men’s and women’s apparel. Embracing the core Diesel
characteristics of rebellion and creativity, it has evolved into a contemporary,
fearless approach to dressing.
1978-1988
The origins

Diesel was founded in 1978 by Renzo Rosso, who immediately

chose a provocative and revolutionary approach for his jeans line. It
was the first brand in the world to offer vintage denim by directly
treating the fabric with an industrialised process.
The genius and innovation of the creative team led to the creation of
iconic collections, including Saddle & Cochise and Cheyenne &
Arizona, inspired by Native American culture.
1988-1998
The myth

In the second decade, Diesel established itself as the coolest brand on

the market: producing not only jackets for truckers, but also dominating
the female audience with a new denim tailored to suit their shape.
In 1993, Diesel launched the “Old Glory” line, a modern take on jeans
that became a wardrobe must-have.
1998-2008
Experimentation and avant-garde

The second millennium opens with a new series of jeans made with a
“dirty” wash and designed with a special yellow pre-dye, destined to
become Diesel’s signature jeans. Research and creativity are a
continuous hallmark of Diesel, which in 2005 created the “shadow wash”,
a technique of multi shades of indigo on a single garment.
In 2002, Diesel collaborated with fashion icon Karl Lagerfeld and
inaugurated the “Denim Gallery”, a collector’s series of limited editions.
2008-2011
The 30th anniversary

In 2008, on the occasion of its thirtieth anniversary, which involved 17

cities around the world at the same time, Diesel launched its limited
edition “Dirty Thirty“, which went on sale for just one day and sold out
immediately. In 2011, Renzo Rosso created the JoggJeans, the first of
their kind to be soft and comfortable, adapting to everyday life.
2012 - 2020
The story continues

Diesel is always pioneering and experimenting with denim using the most
innovative fibres and fabrics, such as Lyocell, Tencel and Coolmax,
proving that denim is not just casual wear but can be worn on any
occasion.
The birth of Diesel Red Tag, the revolutionary platform designed to host
the new generation of designers: once again, creating space for creativity
and innovation.
In 2020, Glenn Martens started the new Diesel era, which is increasingly
focused on environmental and social sustainability. Already a designer for
Red Tag, the young Belgian designer was appointed by Renzo Rosso as
Diesel’s Creative Director.