In 1978 Renzo Rosso started Diesel with the intention of creating the world’s most innovated denim. Amidst aworldwide oil crisis, during which diesel was considered to be an alternative fuel, Renzo liked the idea of hisbrand to be known as an alternative jeans brand, in contrast to the prevalent casual wear giants that had comebefore. Renzo intended to reach the entire world since the brand’s very inception, making the word “diesel” aninternational term pronounced equally all over the world, the perfect name for his endeavor. Since its start,Diesel has used “For Successful Living” as a slogan for the brand’s DNA. Through a long and storied history ofstrong, ironic and playful campaigns, Diesel has become a leader in advertising as well as in fashion. Where theworld zigged, Diesel zagged, and in the 35 years since its founding, the brand still embraces the same ethos.Diesel has over 5,000 points of sale worldwide with over 400 monobrand stores. Between 1978 and 2012, thecompany has produced more than 2,000 different washes of denim.
ABOUT THE OTB GROUP
OTB is an international fashion group, powering a range of global, unconventional brands, including Diesel,Maison Margiela, Marni, Viktor&Rolf, and Jil Sander. The group also controls and manages the Staff Internationaland Brave Kid companies and holds a minority investment in L.A. brand Amiri. OTB embodies the brave, innovativeand unapologetic spirit and vision of its founder and president Renzo Rosso, who disrupted the world of fashionwith an open-minded, highly creative mentality, aimed at “building not the biggest, but the most alternativefashion group,” as he stated. As its name suggests, - OTB stands for “Only The Brave” - the group pushesboundaries and challenges established rules to re-define the world of fashion and lifestyle, by fostering thecreativity of international talents. Through its know-how and state-of-the-art facilities, the group supportsthe brands in its portfolio in the development of authentic, individual concepts and sustainable, successfulbusinesses.
Embracing consumer-centric digital innovation and advanced technologies, OTB transforms ideas into distinctiveand responsible creations targeting unconventional, forward-thinking individuals.
FOR RESPONSIBLE LIVING
Diesel’s philosophy has remained unwavering since its inception: passion, self-expression, and a determinationto change the game. Now we commit to taking on a bold new challenge, confronting the social, economic, andenvironmental impacts of the fashion industry at large, a challenge Diesel is ready to face - head on. This iswhy we launched our strategy, Diesel For Responsible Living which outlines our commitment to taking action forthe benefit of current and future generations, ensuring Diesel’s continuing success in a changing world, basedon four pillars:
- Be the Alternative
- Stand for the Planet
- Celebrate Individuality &
- Promote Integrity
Our commitment to alternative material and production processes goes hand in hand with our belief that ourdenim should be made to last. The Diesel Library collection offers evergreen denim essentials designed totranscend trends and be worn season after season. Every style in the Library is designed through a 360sustainability lens, focusing on all the core components that make our denim so distinctive.
FAQs
About Diesel. Diesel is an innovative international lifestyle company, founded by Renzo Rosso in 1978. Rooted in denim mastery and evolved into being a leader in premium fashion, Diesel is now a true alternative to the established luxury market.
Who is the owner of Diesel? ›
We might know Renzo Rosso for his jean brand, Diesel, which is very rock and roll. The brand was founded in 1978, but really made waves in the 1990s for its edgy style, European flair, and stylish textures.
How did Diesel clothing get its name? ›
Renzo Rosso created the Diesel brand in 1978, choosing the name because it is easy to understand and pronounced the same way around the world. At that time, Diesel was also considered an “alternative energy”, so the word stood for an alternative taste in fashion.
What is the mission statement of Diesel? ›
To keep the satisfaction of all our customers at the highest level by designing products with high usage value with an understanding beyond customer expectations.
Why are diesel jeans so expensive? ›
If you're wondering about the steep price, Diesel says that the slim and straight cut denim for men is designed with top notch artisanal craftsmanship and is handmade in Italy.
Why did the Diesel Brothers get sued? ›
Makers of the Discovery Channel reality television show Diesel Brothers must pay $11.8 million to Diesel SpA, an Italian clothing brand, after a court found them liable for trademark infringement. Judge Jennifer L.
How is Diesel related to Jimmy Barnes? ›
It was the beginning of a long and ongoing relationship between Diesel and Barnes. The relationship would later become personal as well as professional, with Diesel and Barnes becoming brothers-in-law after Diesel married Jep (Jane Barnes' sister) in 1989.
Why is Diesel clothing so popular? ›
Diesel is an Italian clothing company specialising in high-quality jeans and other apparel and accessories for women, men and children of all ages, founded by Renzo Rosso. The brand is known for its chic yet casual, denim-heavy designs as well as its strong, ironic and playful advertising campaigns.
Why is Diesel so expensive? ›
Diesel fuel is subject to a tax of 24.3 cents per gallon, whereas regular gasoline's tax is 18.3 cents per gallon, according to the U.S. Energy Information Administration, or EIA. Diesel also has become more expensive because there has been demand for some of its components to be used in fuel for marine vessels.
What is the most expensive Diesel clothing? ›
T-shirt “D6-L7” clocks in at a tab of $1,049,000, while t-shirt “F2-L7” has a price tag of $5,500,000.
Diesel is an innovative international lifestyle company, founded by Renzo Rosso in 1978. Rooted in denim mastery and evolved into being a leader in premium fashion, Diesel is now a true alternative to the established luxury market.
How many employees does Diesel have? ›
How many employees does Diesel have currently? As of March 2024, Diesel has approximately 3.7K employees across 6 continents, including EuropeNorth AmericaAsia. Key team members include Chief Executive Officer: S. R. Chief Executive Officer: D. M.
What is Diesel clothing slogan? ›
Since its start, Diesel has used “For Successful Living” as a slogan for the brand's DNA.
Who is the CEO of Diesel? ›
Premium Italian denim and clothing brand Diesel has appointed Matteo Lena to the role of North America CEO, effective today (5 June).
Do people still wear diesel jeans? ›
Highly sought-after the brand's diversity and sustainability has gained it the label as one of the defining fashion brands for 2022. Worn by the likes of Dua Lipa, Kylie Jenner and Julia Fox it's been hard to miss.
Who wears diesel jeans? ›
Featured in the brand's refreshed collections — a divergence from its signature denim designs — the symbol has become a literal stamp of style approval, worn proudly by celebs like Dua Lipa, Rihanna, and Julia Fox.
What group owns Diesel? ›
OTB Group is the parent company of a number of brands, including Diesel, Maison Margiela, Marni, Jil Sander, and Viktor & Rolf.
Who is the CEO of Diesel USA? ›
Diesel Names Matteo Lena Its New CEO for North America.
Who are the owners of Diesel Brothers? ›
Despite the name and physical resemblance to one another, the Diesel Brothers are not actually brothers. Friends David "Heavy D" Sparks and David "Diesel Dave" Kiley started a fix-it shop for all types of vehicles and brought in two other men as shop helpers.
Who is the CEO of Diesel Power? ›
Mohammad Bhuiyan - Chief Executive Officer - Diesel Power USA | LinkedIn.
