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.
Renzo Rosso was the founder of the company which started 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 was surrounded by creative and talented people around him as well as the innovators who, like him, rejected the slavish trend-following typical of the fashion industry.
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).
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.
Today Diesel is a global concern with a consolidated annual turnover of 575 billion Lire (US$ 330 millions), 85% of which is generated outside Italy.
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