Diesel is a fashion industry legend. A pioneer in the world of denim and casual wear, it has always remained both outside and ahead of trends. Never forsaking its original DNA, it has evolved into an iconic global lifestyle brand.
Despite Diesel's extraordinary growth, its philosophy is the same as when Renzo Rosso created it in 1978. He envisaged a brand that would stand for passion, individuality and self-expression. Today, Diesel continues to blaze its own trail. It is on a continuing mission to challenge the status quo, experiment with new ideas, innovate and provoke. All this takes place on a Diesel Planet inhabited by more than 5,000 uniquely talented employees. This colourful, cosmopolitan army shares a passion for adventure and experimentation in every field, from fashion design and graphics to store interiors, retail and marketing
For over 20 years all Diesel collections, including licensed products, were made under the Creative Direction of Wilbert Das. Currently the principal lines are Diesel, the main line, and Diesel Black Gold, a new collection launched in 2007 in the casual-luxury segment. The underwear license is held by the US company Mast Industries Inc., who also make lingerie for Victoria's Secret. A new collaboration with AGV has seen the launch of a Helmet. Recently Diesel Home, thanks to collaborations with Moroso nd Foscarini has been launched in the market.
The Diesel company has acquired stakes in the brands Viktor & Rolf, Maison Martin Margiela and DSquared2.