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The brand Diesel was born by Renzo Rosso as a company in 1978, he wanted it to be a leader, a company that took chances and carved out a niche for itself in its field. He surrounded himself with creative, talented people - innovators who, like him, rejected the slavish trend following typical of the fashion industry. Renzo wanted to come up with a more dynamic and imaginative line of clothing that was available anywhere. He gave his open-minded new designers broad stylistic freedom, hoping they could create a line of clothing perfect for people who follow their own independent path in life. Particularly for those who decide to express their individuality also by the way they dress.

From the very beginning, Diesel's design team turned their backs on the style-dictators and consumer forecasters of the fashion establishment and let their own tastes lead them. It is for this reason that Diesel immediately became a leader in developing styles, fabrics, manufacturing methods and quality control, guaranteeing an outstanding quality product. The company views the world as a single, border-less macro-culture. And the Diesel staff reflects this: a wide variety of people and personalities from all parts of the globe, creating an unpredictable, dynamic vitality and energy within the company. Diesel people and their working methods are so unconventional, and yet productive, that they have been profiled in countless magazines, newspapers, and documentary television programmed, and have been studied by international conglomerates, consulting organizations, universities, and business schools.

In 1996, the opening of Diesel's first flagship store on New York City's Lexington Avenue. Ever since the beginning, Renzo Rosso believed in addressing the world with one product and one language, and one of his first steps was building a solid and vast distribution platform stretching across all 5 continents. Most of Diesel's current production is outsourced, to small and medium-sized companies. Production of denim jeans is based exclusively in Italy. Today Diesel is a global concern. The Headquarters are located in Molene, in the northeastern part of Italy, where the company manages 12 subsidiaries across Europe, Asia, and the Americas. Diesel's first fragrance, a unisex scent known simply as Diesel, was launched in 1996 while Fuel for Life, another perfume and cologne offering was launched 2007. Other duo women's perfume and men's cologne sets include the refined Diesel Zero Plus, the casual Diesel Fuel for Life Denim and the fun Diesel Green.


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