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Diesel is a truly worldwide organisation. From its headquarters in Breganze in the
Veneto region of Italy, it directly manages around 20 subsidiaries across Europe,
Asia and the Americas. It is now present in more than 80 countries with 5,000 points
of sale and more than 500 Diesel mono-brand stores. Diesel is part of the holding
Only the Brave, which also incorporates 55DSL, Staff International and controlling
stakes in Maison Martin Margiela and Viktor & Rolf. In 2008, the holding's revenues
amounted to 1.318 billion Euros. Renzo
Rosso, Diesel's Founder; remains a strong supporter of 'made-in-Italy'
manufacturing, continuing to produce a high percentage of Diesel collection in Italy.
Staff International itself is one of the top 20 leading manufacturers of Italian
luxury apparel.FROM PIONEERING JEANS & CASUAL BRAND TO GLOBAL LIFESTYLE ICON In 1978, the name Diesel was the seed of an idea. The word meant the same all over the world it also stood for energy. To this Renzo Rosso added his own dreams and aspirations. A passion for denim, a hint of rock and roll, a dose of science fiction and a large pinch of humour. He realised that fashion was about far more than making clothes it was about creating an entertaining universe. Consumers very quickly got the idea. With its mixture of well-crafted casual clothes and ironic communications, Diesel grew from one man's dream to a global cult whose fans feel part of the brand. It has translated effortlessly into the consumer-led world of the 21st century. The Diesel brand has moved far beyond apparel into accessories, fragrances and interiors. While still providing the best in denim and casual wear, it also embraces a contemporary collection, Diesel Black Gold. Yet it has never forgotten its roots. ''Be Stupid'', suggests the new Diesel brand campaign. In this case, ''stupid'' stands for joy, honesty, creativity unpredictability and pure guts. These are the core Diesel values. |