Diesel

Brand

Diesel was founded in 1978 by entrepreneur Renzo Rosso as an alternative jeans brand in contrast to the prevalent casual wear brands.

The parent company of Diesel - Only the Brave - also owns Maison Margiela, Marni, Amiri, Viktor & Rolf and is also run by Rosso, Diesel's founder.

Known for its successful campaigns and imagery. Diesel has played a crucial part in fashion's inclusion of denim over the years. Launching their first 'For Successful Living' campaign in 1991, the brand established a reputation for innovative marketing and a strong identity was formed through tongue-in-cheek humour. During this period, Diesel focused on their glamorous portrayal of workwear denim, working with the leading photographers in fashion during the era; David LaChapelle, Ellen von Unwerth, Rankin, and Erwin Olaf.

In 2019, Diesel launched the 'Red Tag' project, which the brand designed to be 'a revolutionary platform conceived to host influential and coveted designers, who in turn interpret Diesel's signature products through their aesthetic and creative sensibility.' Y/Project's Glenn Martens was invited to do design a Diesel Red Tag collection which eventually saw him being offered the role of creative director in 2020, tasked with breathing 'new life' into Diesel.

In 2006 Hollywood Life magazine prized Rosso with the 'Fashion Visionary' award in Los Angeles, and cited Diesel as 'one of the most innovative and successful brands in fashion'.

Diesel was founded in 1978 by entrepreneur Renzo Rosso as an alternative jeans brand in contrast to the prevalent casual wear brands.

The parent company of Diesel - Only the Brave - also owns Maison Margiela, Marni, Amiri, Viktor & Rolf and is also run by Rosso, Diesel's founder.

Known for its successful campaigns and imagery. Diesel has played a crucial part in fashion's inclusion of denim over the years. Launching their first 'For Successful Living' campaign in 1991, the brand established a reputation for innovative marketing and a strong identity was formed through tongue-in-cheek humour. During this period, Diesel focused on their glamorous portrayal of workwear denim, working with the leading photographers in fashion during the era; David LaChapelle, Ellen von Unwerth, Rankin, and Erwin Olaf.

In 2019, Diesel launched the 'Red Tag' project, which the brand designed to be 'a revolutionary platform conceived to host influential and coveted designers, who in turn interpret Diesel's signature products through their aesthetic and creative sensibility.' Y/Project's Glenn Martens was invited to do design a Diesel Red Tag collection which eventually saw him being offered the role of creative director in 2020, tasked with breathing 'new life' into Diesel.

In 2006 Hollywood Life magazine prized Rosso with the 'Fashion Visionary' award in Los Angeles, and cited Diesel as 'one of the most innovative and successful brands in fashion'.

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