Talent Support – It’s almost impossible to list the many ways in which Diesel supports creative talent. But let’s try: starting with fashion. ITS (International Talent Support) is an annual competition for fashion students, now in its ninth year, held in the Italian seaside city of Trieste. Diesel is a founding sponsor of the event and the Diesel Award offers the winner a cash prize and an internship within the Diesel Creative Team. Meanwhile, budding talents in music can take part in DIESEL:U:MUSIC, an international search for upcoming artists created to provide an alternative path to the increasingly corporate music industry. In 2009 Diesel:U:Music offered to the selected acts a worldwide tour supported by a web platform, while Diesel:U:Music radio broadcast all the acts live. This year’s edition will offer even more surprises as it will be the 10th anniversary of the contest.

The Diesel Farm - When a 105-hectare farm in the hills above Diesel HQs was threatened with redevelopment, Renzo Rosso stepped in. The farm has pasture, woodland and four hectares of olive trees. Just over a hectare is planted with vines bearing Chardonnay, Merlot, Cabernet Sauvignon and Pinot Noir grapes. Using traditional techniques, Renzo’s expert craftsmen produce three exclusive wines: Rosso di Rosso, Bianco di Rosso and Nero di Rosso. The unique collection of the Diesel Farm products is completed by two varieties of olive oil and an excellent Grappa di Rosso. As well as being Renzo’s home away from home, the Diesel Farm is the idyllic location of company meetings, brainstorming sessions, and many of Diesel’s legendary parties.

Diesel Cult -

Pelican Hotel - In the mid-'90s, Renzo Rosso inaugurated the Pelican Hotel in Miami, with rooms individually decorated to mimic movie sets, and is currently at work on a second Miami hotel, The Carlyle. Strictly maintaining the facade and the name, Diesel in conjunction with the unique taste of the Swedish designer Magnus Ehrland, transformed this building into an eccentric space. From the day it opened its doors for the first time on June 1, 1994 - the Pelican has been the coolest hotel in the heart of South Beach. The $4million dollar Fellini-esque boutique property is the first hotel venture from the cutting-edge Diesel brand. It works because it uniquely and wonderfully brings to life the Diesel philosophy. The quirky, surreal, state-of-the-art sense of humor and the identity of the hugely successful Italian clothing conglomerate comes through in every pore of the Pelican.

Bike - In November 2010 Pinarello’s technology and know-how blended with Diesel’s style and creativity to create “Only the Brave”, the brand-new urban bike to ride the world’s streets. Single speed, light and versatile to adapt safely to all kinds of urban streets, it reminds one of the American messenger bikes in its design and soul, but it is also the result of a careful study of balances and strengths - like all Pinarello models. 

Pinarello works on all its creations inside its R&D lab, where the line of the bike was studied together with the Diesel Creative Team and developed by the Pinarello lab through the SOE system (Simulation Optimize Evolution). The Hydroformed Aluminium 6061 T6 used for the frame allows for an original and distinctive design, while preservinghandling agility and cornering ability – two crucial features while riding urban streets.