Diesel simply known as DIESEL is an Italian based designer clothing company which produces unusual yet often innovative apparel for men and women younger generation. The company was founded by Renzo Rosso and his former boss Adriano Goldschmied (of the increasingly popular AG Jeans company) in 1978. DIESEL's milestone years include 1985 (Renzo's complete acquisition of the company), 1991 (beginning of the international marketing strategy) and 1996 (opening of Diesel's first flagship store on New York City 's Lexington Avenue. Now they have an whole class known brand, with the new designs of sunglasses and eyewear, which are very popolur and admired by everyone, their new 2007 styles have an style with larger temples and looks of sporty and youth!!, models like DS0043, DS0046, DS0047 with temples a little different from others, all sunglasses are 100% UVA protection.