Diesel Living

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.
Since its start, Diesel has used “For Successful Living” as a slogan for the brand’s DNA. Through a long and storied history of strong, ironic and playful campaigns, Diesel has become a leader in advertising as well as in fashion. Where the world zigged, Diesel zagged, and in the 35 years since its founding, the brand still embraces the same ethos.
Diesel has over 5,000 points of sale worldwide with over 400 monobrand stores, 37 of those in the US. Between 1978 and 2012, the company has produced more than 2,000 different washes of denim.

DIESEL KIDS

Why should grown ups have all the fun? That was more or less the thought in Renzo Rosso’s mind when he created Diesel Kids –initially with his own kids in mind. Instead of trying to dress kids as tiny adults, Diesel pays homage to their wealth of imagination. After all, only kids can turn paddling pools into oceans (complete with pirates, of course) and cardboard boxes into spaceships.
Over the years, the collections and images for Diesel Kids have explored this uncharted “kid-dom”. They’ve provided a playground of vivid colors and hip clothes that these mini marvels love to wear. The stars of the show have been wild west pioneers, pilots, astronauts, circus performers and, simply, themselves.
Diesel chose to interpret children’s creativity by placing them in some of the most imaginative and stimulating surroundings. What is a place like that most inspires a child? What are its most important qualities? The perfect realm for kids to give full rein to their imagination is, above all, one where there are no adults.

DIESEL BLACK GOLD

Diesel Black Gold is the designer’s contemporary collection from Diesel, providing edgy rock chic fashion to today’s contemporary consumers. The brand takes the house’s irreverent attitude and innovative techniques to new heights of quality and refinement. Launched in 2008, it has risen to become one of fashion’s most coveted high-end labels.