Diesel
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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’s 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'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.
Diesel's "historical moments" include mile-stones like 1978 (creation of the brand name), 1985 (Renzo Rosso's complete acquisition of the company), 1991 (beginning of the international marketing strategy) and 1996 (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.
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Designer Highlights
Beginning as a company focused on making quality clothing, Diesel jeans have become part of youth culture worldwide. The Diesel clothing company can legitimately claim to be the first brand to believe truly in the global village and to embrace it with open arms. Diesel denim, like the rest of the Diesel line, is innovative and does not follow established denim trends.
