Diesel is a premium iconic lifestyle brand present in more than 80 countries with over 5,000 points of sale worldwide and 400 monobrand stores.

The company was founded by Renzo Rosso in 1978 with the intention of creating the world’s most innovative denim. Amidst a worldwide oil crisis, during which diesel was considered to be an alternative fuel, Renzo liked the idea of his brand to be known as an alternative jeans brand, in contrast to the prevalent casual wear giants that had come before.

Since its creation, Diesel has evolved from being a leading pioneer in denim into premium casual wear, becoming a true alternative to the established luxury market. The products offer today counts an incredible range of complementary items including eyewear, watches, fragrances, strollers, helmets, not to mention the home collection.

Despite its growth, Diesel’s philosophy has remained the same: a brand standing for passion, individuality and self-expression.

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