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Diesel Founder Renzo Rosso, Diesel fashion Brand founder Renzo RossoRenzo 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. In 1985 Renzo Rosso acquired sole control of Diesel and surrounded himself with an international team of talented designers and staff. Diesel launched its first ‘For Successful Living’ advertising campaign in 1991, instantly establishing a reputation for innovative marketing. The brand’s first flagship stores, in New York, Rome and London, opened in 1996. In 2000 Diesel acquired Staff International, an Italian manufacturer and distributor of international designer labels.

Two years later Renzo Rosso became a majority shareholder of Maison Martin Margiela. In 2007 Diesel signed a partnership with L’Oréal’s luxury product division to launch a line of fragrances, which for the moment comprises Fuel For Life and Only The Brave. A new premium sophisticated clothing collection, Diesel Black Gold, was launched in early 2008 at the New York fashion week; Greek designer Sophia Kokosalaki started to play primary role in the collection from FW 2010, her first debut as Diesel Black Gold female designer was in New York on February 2010. The New Year has begun with many changes also at Diesel, starting with the announcement of the appointment of a new artistic director for the Diesel line: starting from January 2010 Bruno Collin, French publisher and founder of trend magazine WAD, is now responsible for creating and mixing a team of internal and external creative’s to ensure that Diesel continues to be one of the world’s most innovative brands as it enters a new decade.

Renzo Rosso was born.
Adriano Goldschmied and Renzo Rosso founded Diesel as a new casual clothing brand among the Genius Group, an affiliation of 14 separate clothing labels with a unique style and concept.
Diesel begins to expand to other markets.
Diesel Kids line is produced.
Renzo Rosso separates from the Genius Group and takes complete control of Diesel.
Diesel launched its “For Successful Living” advertising campaign.
Diesel opens Pelican Hotel, South Beach, Miami.
Launch of www.diesel.com, the first fashion company to launch a website.
  • Diesel goes own retail: Diesel flagship stores are opening in New York, London and Rome.
  • During the same year, Diesel opened 12 directly owned stores.
  • Diesel wins the Grand Prix at Cannes International adverting festival. A massive flagship store is opened in San Francisco.
  • Diesel focuses on USA and UK and opens new markets such as Hong Kong, Middle East and South Africa.
  • At the end of the year Diesel owns 19 stores in 7 countries.
  • Renzo Rosso is awarded Advertiser of the Year in Cannes. The first DieselStyleLab store opened in NY Soho.
  • Diesel retail network grows to 35 directly owned point of sales.
  • DieselStyleLab catwalk show held in London. Diesel Kids and 55DSL became two separate business units.
  • A new interior design concept is presented in Milan and Harrods reflecting the development of the brand.
  • Diesel makes its first acquisition incorporating Staff International, an Italian manufacturer company of prêt-a-porter.
  • Diesel opens its first Denim gallery in Osaka, Japan.
  • Diesel opens 32 new stores.
  • Key openings of flagships stores in NY, Union Square and Paris, Etienne Marcel and new Diesel Denim Gallery in New York.
  • Further upgrade of the interior design concept: warm and homely feeling.
Key Openings: Amsterdam, Barcelona, Oslo and a new concept store in Milan.
Diesel realized the first live streaming of a fashion show ever.
  • Key openings: Ginza, Hong Kong, Sao Paulo.
  • Diesel launches Diesel Black Gold at New York Fashion Week.
  • Diesel launches the Successful Living from Diesel, home textile collection.
  • Only the Brave acquires Victor & Rolf.
  • Diesel celebrates 30 years with a worldwide party, xXx, starting in Tokyo, moving through 17 countries in 24 hours, finale in NYC.
  • Diesel opens new worldwide flagship store on Fifth Avenue, New York.
  • Diesel launches in India with a big bang.
Diesel realized the first interactive video catalog.
Diesel installed 50 wifi hot-spot in Bassano Del Grappa making it the first city in Italy to be totally wifi-connected.