THE
COMPANY
The brand
Diesel was born more than 20 years ago and is today an innovative
international design company, manufacturing jeans and casual
clothing as well as accessories. It is present in over 80 countries
with 10,000 points of sale and almost 50 company-owned stores.
When Renzo
Rosso founded the company in 1978, he wanted it to be a leader,
a company which 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 than 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 watches 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 programmes, and have been studied by international conglomerates,
consulting organizations, universities and business schools.
Diesel watches "historical
moments" include mile-stones like 1978 (creation of the brand name),
1985 (Renzo RossoOs complete acquisition of the company), 1991 (beginning
of the international marketing strategy) and 1996 (opening of DieselOs first
flagship store on New York CityOs Lexington Avenue).
Ever since the beginning,
Renzo Rosso believed in addressing the world with one product and one language.
