Diesel

Diesel is an Italian premium fashion brand founded in 1978 by Renzo Rosso. Originally launched as a denim-focused label, Diesel became internationally recognised for its innovative jeans, bold designs and distinctive advertising campaigns.

The brand was created with the vision of offering an alternative to traditional luxury fashion, combining high-quality craftsmanship with streetwear influences and contemporary style. The name “Diesel” was chosen because diesel fuel was viewed globally as a symbol of energy, independence and change during the late 1970s.