Diesel was the brainchild of Renzo Rosso after he worked his way up the ranks at Moltex and eventually bought 40% of this clothing manufacturer owned by Adriano Goldschmied. He renamed it Diesel and designed his first collection in 1979. In 1985, Rosso took over full control of the company and decided to make worn jeans—something that was not on the market at the time. Diesel has evolved into a lifestyle brand defined by its edgy designs and global outlook, which it continues with Nicola Formichetti as creative director. Today, Diesel has 15 lines and 400 stores in 80 countries.
Diesel guarantees outstanding quality denim, apparel, and accessories. As an original developer of distressed denim, Diesel has expertise in developing cutting-edge styles and washes like the Jogg Jean, which is a cross between denim and sweatpants, and the Dry Yarn Jean, which is made of the lightest microfiber. Also, as a methodology, the company gives designers creative freedom and cultural research opportunities to explore new innovative designs.