DIESEL

Diesel is an innovative international lifestyle company founded by Renzo Rosso in 1978. Renzo Rosso began acquiring other fashion brands in 2002, which he brought together under the holding company Only The Brave, along with Diesel. The brands that are part of Only the Brave include Maison Martin Margiela, Viktor & Rolf, Marni, and the licensing company Staff International. On the occasion of Renzo Rosso's fiftieth birthday in 2005, Diesel published the book "Fifty", an illustrated history of the company, which reached a circulation of ten thousand copies. After the children's clothing department, in February 2007, the company began producing underwear and swimwear for men and women. On September 15, 2010, the new large headquarters (Diesel Village) was inaugurated in the industrial area of Breganze (VI), where the former Moto Laverda factories were located. Previously, the main headquarters had been located in the nearby town of Molvena (VI) since its foundation. Diesel is famous for its denim garments, but the collections also include other items such as leather jackets, dresses, and other accessories. In 1998, the StyleLab brand was born as a spin-off of Diesel, producing high-end garments in addition to traditional jeans. With the aim of creating new product categories, in the 2000s, the company licensed the Diesel brand to other manufacturers, such as Marcolin, with whom they launched a line of sunglasses called Diesel Eyewear, Fossil for the jewelry and watches collection Diesel Watches, L'Oréal for fragrances; the development of each collection is overseen by Diesel. Among other partnerships, there are those with Moroso, Seletti, Scavolini, Foscarini, and Berti to create a complete line of home furnishings called Diesel Living, with Ducati, and finally with FIAT to create a limited edition of the Fiat 500. There is also a limited edition of Diesel jeans. In 2003, as stated by Women's Wear Daily, Diesel collections were divided into three distinct labels: Diesel Style Lab, the high-end brand with innovative design; Diesel, which remains focused on denim; 55DSL, a streetwear brand that combines aesthetics and functionality. With the closure of Style Lab and 55DSL, Diesel's offering developed into two lines: Diesel and Diesel Black Gold. Diesel Black Gold is the luxury ready-to-wear collection launched in 2008 during New York Fashion Week. Also in 2008, Diesel entered into a new partnership with Adidas to co-produce a denim sports line. Rooted in denim mastery and evolved into a leader in premium fashion, Diesel is now a viable alternative to the traditional luxury market. Since 2020, Diesel collections have been curated by creative director Glenn Martens and include clothing, accessories, and a wide range of lifestyle collaborations ranging from perfumes, watches, and jewelry to interior design and real estate projects with Diesel Living. Discovering, supporting, and promoting creativity is part of Diesel's DNA and its parent company OTB, the international fashion and luxury group that fuels several iconic global companies and brands.