Renzo Rosso created the Diesel brand in 1978, choosing the name because it is easy to understand, pronounced the same way around the world, and has a rugged feel about it; at that time, Diesel was also considered an “alternative energy” so it was representative of an alternative taste in casual wear. In 1985 Diesel launched its first ‘For Successful Living’ advertising campaign in 1991, instantly establishing a reputation for innovative marketing. Diesel’s first flagship stores, in New York, Rome and London, opened in 1996.

They are largely unaffected by fashion fads; it is innovative and at times a bit radical, but it always shows careful attention to detail and focus on the selection of quality materials and production techniques. Diesel shoes, Diesel clothing, Diesel sunglasses and Diesel watch collections effectively precede trends and do not respond to them, with a constant emphasis on quality. The independent working methods within the company translate to a lifestyle attitude - the Diesel way.